BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Integration of Managerial Communications into the Strategic Marketing System of the Enterprise
Chepurko A. Y.

Chepurko, Anton Yu. (2025) “Integration of Managerial Communications into the Strategic Marketing System of the Enterprise.” Business Inform 4:573–579.
https://doi.org/10.32983/2222-4459-2025-4-573-579

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

Download article (pdf) -

UDC 339.138

Abstract:
The development of a strategic approach to managing the communication activities of an enterprise includes identifying priority means of information influence and assessing their effectiveness in establishing and maintaining an efficient dialogue with target groups. Special attention is required for the rational structuring of the components of the communication complex, which ensures an increase in the competitiveness of the product offering and strengthens consumer loyalty to the brand. The aim of the present study is to theoretically substantiate and practically examine the mechanisms of integrating managerial communications into the strategic marketing system of the enterprise, considering the current challenges of the market environment. In the context of achieving the set aim, it is advisable to define the conceptual foundations for effective communication policy formulation, establish the interconnections between management communication and the implementation of marketing strategies, and propose a structured model of communication interaction within corporate governance. An integrated marketing communication system is viewed as a cohesive structure that includes a set of entities, information flows, and methods of message transmission, aimed at establishing stable, value-driven relationships with key audiences in executing strategic marketing objectives. The article reveals theoretical and methodological approaches to the integration of management communications into the structure of a company’s strategic marketing through the analysis, systematization, and generalization of scientific opinions on managing the company’s communication policy. The conceptual foundations for forming a communication policy as a tool for achieving marketing objectives have been systematized. A model has been proposed that ensures the integrity of communication impact within the marketing strategy, as well as adaptability to changes in the information landscape. The practical significance of the research lies in the potential application of the results to enhance the efficiency of management of interaction with stakeholders.

Keywords: strategic marketing, management communications, integration processes, communication policy, marketing strategies, corporate communication, market positioning, implementation mechanisms, information management.

Fig.: 2. Bibl.: 13.

Chepurko Anton Yu. – Applicant, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

Dudnieva, Yu., & Soboliev, T. (2024). Transformatsiia orhanizatsiinoi kultury pidpryiemstv v umovakh voiennoho stanu [Transformation of organizational culture of enterprises under martial law conditions]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia "Ekonomika", 18. https://doi.org/10.33296/2707-0654-18(36)-10
Kapinus, L. V., Semenenko, K. Yu., & Molin, N. O. (2020). Povedinkovi stratehii pidpryiemstva pid vplyvom kviz-marketynhu [Behavioral strategies of enterprises under the influence of quiz marketing]. Naukovyi visnyk Mizhnarodnoho humanitarnoho universytetu, 43, 134–137. https://doi.org/10.32841/2413-2675/2020-43-22
Khmarska, I. A. (2018). Innovatsiini trendy na rynku marketynhovykh komunikatsii ta yikh vplyv na diialnist pidpryiemstv lehkoi promyslovosti Ukrainy [Innovative trends in the marketing communications market and their impact on the activities of light industry enterprises in Ukraine]. Hlobalni ta natsionalni problemy ekonomiky, 21, 434–441. http://global-national.in.ua/archive/21-2018/85.pdf
Lyshko, S. V. (2021). Formuvannia intehrovanykh komunikatsii yak osnovy marketynhovykh stratehii suchasnoho biznesu [Formation of integrated communications as the basis of marketing strategies of modern business]. Ekonomika ta suspilstvo, 31. https://doi.org/10.32782/2524-0072/2021-31-40
Milinevskyi, V. H., & Klimova, I. O. (2017). Marketynhova polityka komunikatsii na suchasnomu pidpryiemstvi [Marketing communication policy at a modern enterprise]. Visnyk Zhytomyrskoho derzhavnoho universytetu imeni Ivana Franka, 17, 33–35. http://eprints.zu.edu.ua/24992/1/Milinevskij.PDF
Molin, N. O., & Skryhun, N. P. (2021). Osoblyvosti rozvytku marketynhovoi komunikatsiinoi polityky pidpryiemstv v umovakh hlobalizatsii biznes-protsesiv [Features of development of marketing communication policy of enterprises under conditions of business processes globalization]. In Suchasni tendentsii rozvytku finansovykh ta innovatsiino-investytsiinykh protsesiv v Ukraini: Materialy IV Mizhnarodnoi naukovo-praktychnoi konferentsii (pp. 553–554). VNTU. https://dspace.nuft.edu.ua/items/3f0c6f00-6c63-40cd-a34f-8a5c61fc431c
Obydiennova, T., Baskakov, S., & Liskov, I. (2023). Tsyfrovyi marketynh u formuvanni kultury rozvytku subiektiv hospodariuvannia [Digital marketing in forming the culture of development of business entities]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia "Ekonomika", 16. https://doi.org/10.33296/2707-0654-16(32)-06
Prokhorova, V., Bozhanova, O., & Dudnieva, Yu. (2021). Konverhentno-kohnityvni osnovy innovatsiinoho rozvytku promyslovykh pidpryiemstv [Convergent-cognitive foundations of innovative development of industrial enterprises]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia "Ekonomika", 10. https://doi.org/10.33296/2707-0654-10(20)-07
Shelest, O., & Sydorenko, K. (2023). Komunikatsiina polityka yak element kompleksu marketynhu pidpryiemstva [Communication policy as an element of enterprise marketing complex]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia "Ekonomika", 17. https://doi.org/10.33296/2707-0654-17(34)-11
Shulha, L. V., Tereshchenko, I. O., Borovik, T. V., & Chukhlib, O. S. (2021). Marketynhovi komunikatsii v systemi upravlinnia pidpryiemstvom [Marketing communications in the enterprise management system]. Efektyvna ekonomika, 11. https://doi.org/10.32702/2307-2105-2021.11.70
Vasylchenko, L. S., & Struchok, O. V. (2020). Osoblyvosti rozvytku marketynhovoho komunikatsiinoho seredovyshcha pidpryiemstva v umovakh novoi paradyhmy vedennia biznesu [Features of development of marketing communication environment of enterprise under conditions of new business paradigm]. Naukovyi visnyk Mizhnarodnoho humanitarnoho universytetu, 41, 46–49. https://doi.org/10.32841/2413-2675/2020-42-8
Vasylieva, M., & Kompaniiets, O. (2023). Osoblyvosti formuvannia tvorchoho potentsialu pidpryiemstva [Features of forming the creative potential of the enterprise]. Adaptyvne upravlinnia: teoriia i praktyka. Seriia "Ekonomika", 17. https://doi.org/10.33296/2707-0654-17(34)-07
Zhaldak, H. P., & Bychkovska, A. A. (2019). Intehrovani marketynhovi komunikatsii yak chynnyk efektyvnoho rozvytku pidpryiemstv [Integrated marketing communications as a factor of effective enterprise development]. European Scientific Journal of Economic and Financial Innovation, 2, 4–12. http://doi.org/10.32750/2019-0201

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster