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BUSINESS INFORM №11-2018

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25

Section: Economic and Mathematical Modeling
UDC 339.138:330.46
Pilko A. D., Chaban O. M.
Modeling the Process of Optimization of Budget Structure of the Marketing Communications of Investment-Construction Company (p. 167 - 173)

The article highlights the results of carried out research of existing practice of management of the system of marketing communications in case of an investment-construction company. On the results of studying the existing approaches to carryig out evaluation and analysis of efficiency of marketing communication costs, a proper approach to optimizing the cost structure is proposed. The use of applied econometric instrumentarium together with the possibilities of optimization modeling have allowed to offer an own approach to solving the problem of optimization processes of management of the marketing communications system of investment-construction company in the context of the main projects of its investment activity. Taking account of the lag effect of changing economic conditions has provided an opportunity to form a scheme of movement of funds of company and on its basis to implement optimization models. Practical application of the developed approach allowed to determine the amount of the underreceived economic effect from investing in marketing communications both for each individual project and in their totality.
Keywords: marketing communications, model, analysis, optimization, budget.
Tabl.: 1. Formulae: 8. Bibl.: 12.

Pilko Andriy D. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Cybernetics, Vasyl Stefanyk Precarpathian National University (57 Shevchenka Str., Ivano-Frankіvsk, 76018, Ukraine)
Email: [email protected]
Chaban Oksana M. – Master, Vasyl Stefanyk Precarpathian National University (57 Shevchenka Str., Ivano-Frankіvsk, 76018, Ukraine)
Email: o.chaban91.gmail.com

Article is written in Ukrainian
Downloads/views: 27

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Reference to this article:
Pilko, Andriy D., and Chaban, Oksana M. (2018) “Modeling the Process of Optimization of Budget Structure of the Marketing Communications of Investment-Construction Company.” Business Inform 11:167–173.


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