Designing online communication mix for machinery manufacturers

Скорочена інформація про документ
dc.contributor.authorSpivakovskyy, Sergiy
dc.contributor.authorSpivakovska, Tetiana
dc.contributor.authorZozulov, Oleksandr
dc.contributor.authorHeiets, Iryna
dc.date.accessioned2022-04-03T10:01:25Z
dc.date.available2022-04-03T10:01:25Z
dc.date.issued2022
dc.description.abstractenRecent global challenges and the development of digital technologies have caused companies to update their business models to incorporate the variety of existing online communication tools. This enables companies to design their communication with customers and other stakeholders in the most effective way based on the company’s business goals. This study provides an approach for planning and assessing online communication mix for machinery manufacturers. The authors conducted a series of expert interviews and used the analytic hierarchy process as well as the method of parametric identification to determine the optimal set of elements for online communication in the market of machinery manufacturing. Based on the research findings, the authors developed and tested the model for planning online communication activities and assessing their effectiveness. The research results detect hidden relationships between the individual elements of online communication activities and the impact of those elements on each other. This approach makes it possible to evaluate online communication in terms of achieving companies’ business goals, rather than evaluating individual indicators of separate communication elements.uk
dc.format.pagerangeP. 166-185uk
dc.identifier.citationDesigning online communication mix for machinery manufacturers / Sergiy Spivakovskyy, Tetiana Spivakovska, Oleksandr Zozulov, Iryna Heiets // Int. J. Business Performance Management. – Vol. 23, Nos. ½. – 2022. – P. 166-185.uk
dc.identifier.orcid0000-0001-7087-2080uk
dc.identifier.urihttps://ela.kpi.ua/handle/123456789/46807
dc.language.isoenuk
dc.publisher.placeSWITZERLANDuk
dc.sourceInt. J. Business Performance Management, Vol. 23, Nos. 1/2uk
dc.subjectmachinery industryuk
dc.subjectonline marketinguk
dc.subjectcommunication toolsuk
dc.subjectpromotion strategyuk
dc.subjectUkrainian marketuk
dc.subjectkey performance indicatorsuk
dc.subjectmarketinguk
dc.titleDesigning online communication mix for machinery manufacturersuk
dc.typeArticleuk

Файли

Контейнер файлів
Зараз показуємо 1 - 1 з 1
Ескіз
Назва:
IJBPM2301-0211 SPIVAKOVSKYY_302301.pdf
Розмір:
1.7 MB
Формат:
Adobe Portable Document Format
Опис:
Завантажити
Ліцензійна угода
Зараз показуємо 1 - 1 з 1
Ескіз недоступний
Назва:
license.txt
Розмір:
1.71 KB
Формат:
Item-specific license agreed upon to submission
Опис:
Завантажити

Зібрання

Статті (КПМ)