STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE
The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of th...
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| Format: | Article |
| Language: | English |
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FINTECH Alliance LLC
2022-04-01
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| Series: | Фінансово-кредитна діяльність: проблеми теорії та практики |
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| Online Access: | https://fkd.net.ua/index.php/fkd/article/view/3685 |
| _version_ | 1797710185078194176 |
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| author | Oleg Kuzyk |
| author_facet | Oleg Kuzyk |
| author_sort | Oleg Kuzyk |
| collection | DOAJ |
| description |
The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success.
In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account.
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| first_indexed | 2024-03-12T06:48:32Z |
| format | Article |
| id | doaj.art-af7c921bc46642a29fa3a55b957faa19 |
| institution | Directory Open Access Journal |
| issn | 2306-4994 2310-8770 |
| language | English |
| last_indexed | 2024-03-12T06:48:32Z |
| publishDate | 2022-04-01 |
| publisher | FINTECH Alliance LLC |
| record_format | Article |
| series | Фінансово-кредитна діяльність: проблеми теорії та практики |
| spelling | doaj.art-af7c921bc46642a29fa3a55b957faa192023-09-03T00:27:50ZengFINTECH Alliance LLCФінансово-кредитна діяльність: проблеми теорії та практики2306-49942310-87702022-04-0124310.55643/fcaptp.2.43.2022.3685STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINEOleg Kuzyk0Ph. D. in Economics, Associate Professor, Associate Professor of the Marketing Department; Ivan Franko National University of Lviv, Ukraine The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success. In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account. https://fkd.net.ua/index.php/fkd/article/view/3685marketing communicationfood safetyregulation of communications of agro-industrial companiesconsumer selective perceptionpromotion |
| spellingShingle | Oleg Kuzyk STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE Фінансово-кредитна діяльність: проблеми теорії та практики marketing communication food safety regulation of communications of agro-industrial companies consumer selective perception promotion |
| title | STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE |
| title_full | STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE |
| title_fullStr | STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE |
| title_full_unstemmed | STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE |
| title_short | STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE |
| title_sort | strategic directions of marketing communications of agro industrial enterprises in ukraine |
| topic | marketing communication food safety regulation of communications of agro-industrial companies consumer selective perception promotion |
| url | https://fkd.net.ua/index.php/fkd/article/view/3685 |
| work_keys_str_mv | AT olegkuzyk strategicdirectionsofmarketingcommunicationsofagroindustrialenterprisesinukraine |