{"id":"https://openalex.org/W4200486151","doi":"https://doi.org/10.32702/2307-2105-2021.12.4","title":"STRATEGIC APPROACHES TO MANAGEMENT OF MARKETING COMMUNICATIONS AT THE ENTERPRISE","display_name":"STRATEGIC APPROACHES TO MANAGEMENT OF MARKETING COMMUNICATIONS AT THE ENTERPRISE","publication_year":2021,"publication_date":"2021-12-29","ids":{"openalex":"https://openalex.org/W4200486151","doi":"https://doi.org/10.32702/2307-2105-2021.12.4"},"language":"en","primary_location":{"id":"doi:10.32702/2307-2105-2021.12.4","doi":"https://doi.org/10.32702/2307-2105-2021.12.4","is_oa":true,"landing_page_url":"https://doi.org/10.32702/2307-2105-2021.12.4","pdf_url":"http://www.economy.nayka.com.ua/pdf/12_2021/6.pdf","source":{"id":"https://openalex.org/S4210193425","display_name":"Efektyvna ekonomika","issn_l":"2307-2105","issn":["2307-2105"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4324341403","host_organization_name":"DKS Center","host_organization_lineage":["https://openalex.org/P4324341403"],"host_organization_lineage_names":["DKS Center"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Efektyvna ekonomika","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"http://www.economy.nayka.com.ua/pdf/12_2021/6.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5000004666","display_name":"Tetyana Grynko","orcid":"https://orcid.org/0000-0002-7882-4523","observed_orcids":["https://orcid.org/0000-0002-7882-4523"]},"institutions":[{"id":"https://openalex.org/I883679329","display_name":"Oles Honchar Dnipro National University","ror":"https://ror.org/00qk1f078","country_code":"UA","type":"education","lineage":["https://openalex.org/I883679329"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0422. Grynko","raw_affiliation_strings":["Enterprise Management , Oles Honchar Dnipro National University A","Dean of the Department of Economics,Oles Honchar Dnipro National University \u0422. Hviniashvili PhD in Economics, Associate Professor of the Department of Economics, Entrepreneurship and Enterprise Management, Oles Honchar Dnipro National University A. Kyrychenko","Department of Economics, Entrepreneurship and Enterprise Management,Oles Honchar Dnipro National University","Doctor of Economic Sciences, Professor,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Enterprise Management , Oles Honchar Dnipro National University A","institution_ids":["https://openalex.org/I883679329"]},{"raw_affiliation_string":"Dean of the Department of Economics,Oles Honchar Dnipro National University \u0422. Hviniashvili PhD in Economics, Associate Professor of the Department of Economics, Entrepreneurship and Enterprise Management, Oles Honchar Dnipro National University A. Kyrychenko","institution_ids":["https://openalex.org/I883679329"]},{"raw_affiliation_string":"Department of Economics, Entrepreneurship and Enterprise Management,Oles Honchar Dnipro National University","institution_ids":["https://openalex.org/I883679329"]},{"raw_affiliation_string":"Doctor of Economic Sciences, Professor,","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5008757393","display_name":"\u0422\u0435\u0442\u044f\u043d\u0430 \u0413\u0432\u0456\u043d\u0456\u0430\u0448\u0432\u0456\u043b\u0456","orcid":"https://orcid.org/0000-0002-7961-2549","observed_orcids":["https://orcid.org/0000-0002-7961-2549"]},"institutions":[{"id":"https://openalex.org/I883679329","display_name":"Oles Honchar Dnipro National University","ror":"https://ror.org/00qk1f078","country_code":"UA","type":"education","lineage":["https://openalex.org/I883679329"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0422. Hviniashvili","raw_affiliation_strings":["Enterprise Management , Oles Honchar Dnipro National University A","Dean of the Department of Economics,Oles Honchar Dnipro National University \u0422. Hviniashvili PhD in Economics, Associate Professor of the Department of Economics, Entrepreneurship and Enterprise Management, Oles Honchar Dnipro National University A. Kyrychenko","Department of Economics, Entrepreneurship and Enterprise Management,Oles Honchar Dnipro National University","Doctor of Economic Sciences, Professor,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Enterprise Management , Oles Honchar Dnipro National University A","institution_ids":["https://openalex.org/I883679329"]},{"raw_affiliation_string":"Dean of the Department of Economics,Oles Honchar Dnipro National University \u0422. Hviniashvili PhD in Economics, Associate Professor of the Department of Economics, Entrepreneurship and Enterprise Management, Oles Honchar Dnipro National University A. Kyrychenko","institution_ids":["https://openalex.org/I883679329"]},{"raw_affiliation_string":"Department of Economics, Entrepreneurship and Enterprise Management,Oles Honchar Dnipro National University","institution_ids":["https://openalex.org/I883679329"]},{"raw_affiliation_string":"Doctor of Economic Sciences, Professor,","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5110730436","display_name":"Anna Kyrychenko","orcid":"https://orcid.org/0000-0002-3783-0804","observed_orcids":["https://orcid.org/0000-0002-3783-0804"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"A. Kyrychenko","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.9783,"has_fulltext":true,"cited_by_count":13,"citation_normalized_percentile":{"value":0.81537113,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":98},"biblio":{"volume":null,"issue":"12","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.7900000214576721},{"id":"https://openalex.org/keywords/strategic-management","display_name":"strategic management","score":0.8149999976158142},{"id":"https://openalex.org/keywords/marketing-communication-strategy","display_name":"marketing communication strategy","score":0.6970000267028809},{"id":"https://openalex.org/keywords/stakeholder-relationships","display_name":"stakeholder relations","score":0.7509999871253967},{"id":"https://openalex.org/keywords/digital-marketing-strategy","display_name":"digital marketing strategy","score":0.5830000042915344},{"id":"https://openalex.org/keywords/functional-approach","display_name":"functional approach","score":0.6570000052452087},{"id":"https://openalex.org/keywords/information-approach","display_name":"information approach","score":0.9010000228881836},{"id":"https://openalex.org/keywords/enterprise-marketing-management","display_name":"enterprise marketing management","score":0.5550000071525574},{"id":"https://openalex.org/keywords/ukrainian-enterprises","display_name":"Ukrainian enterprises","score":0.5009999871253967}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.618082582950592},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.4895961880683899},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4330523908138275},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.3789733946323395}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.32702/2307-2105-2021.12.4","doi":"https://doi.org/10.32702/2307-2105-2021.12.4","is_oa":true,"landing_page_url":"https://doi.org/10.32702/2307-2105-2021.12.4","pdf_url":"http://www.economy.nayka.com.ua/pdf/12_2021/6.pdf","source":{"id":"https://openalex.org/S4210193425","display_name":"Efektyvna ekonomika","issn_l":"2307-2105","issn":["2307-2105"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4324341403","host_organization_name":"DKS Center","host_organization_lineage":["https://openalex.org/P4324341403"],"host_organization_lineage_names":["DKS Center"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Efektyvna ekonomika","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.32702/2307-2105-2021.12.4","doi":"https://doi.org/10.32702/2307-2105-2021.12.4","is_oa":true,"landing_page_url":"https://doi.org/10.32702/2307-2105-2021.12.4","pdf_url":"http://www.economy.nayka.com.ua/pdf/12_2021/6.pdf","source":{"id":"https://openalex.org/S4210193425","display_name":"Efektyvna ekonomika","issn_l":"2307-2105","issn":["2307-2105"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4324341403","host_organization_name":"DKS Center","host_organization_lineage":["https://openalex.org/P4324341403"],"host_organization_lineage_names":["DKS Center"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Efektyvna ekonomika","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4200486151.pdf","grobid_xml":"https://content.openalex.org/works/W4200486151.grobid-xml"},"referenced_works_count":3,"referenced_works":["https://openalex.org/W3039206219","https://openalex.org/W3116700495","https://openalex.org/W4300776292"],"related_works":["https://openalex.org/W2274832482","https://openalex.org/W4407106453","https://openalex.org/W4405758164","https://openalex.org/W1493675917","https://openalex.org/W7213709040","https://openalex.org/W2995971948","https://openalex.org/W1658679933","https://openalex.org/W7213686512","https://openalex.org/W4393866651","https://openalex.org/W7054084045"],"abstract_inverted_index":{"\u0412":[0,104],"\u0441\u0442\u0430\u0442\u0442\u0456":[1,105],"\u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u043e":[2],"\u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0438":[3],"\u0430\u043d\u0430\u043b\u0456\u0437\u0443":[4],"\u0432\u0438\u0441\u0432\u0456\u0442\u043b\u0435\u043d\u0438\u0445":[5],"\u0432":[6,15,44,69,78,123],"\u043d\u0430\u0443\u043a\u043e\u0432\u0438\u0445":[7],"\u0434\u0436\u0435\u0440\u0435\u043b\u0430\u0445":[8],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u0438\u0445":[9],"\u043f\u0456\u0434\u0445\u043e\u0434\u0456\u0432":[10],"\u0434\u043e":[11,37],"\u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f":[12,60,81,88,91,101,120],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u043c\u0438":[13,61,82,89,92,102,121],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u044f\u043c\u0438":[14,62,93,122],"\u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445":[16],"\u0443\u043c\u043e\u0432\u0430\u0445,":[17],"\u0443\u0437\u0430\u0433\u0430\u043b\u044c\u043d\u0435\u043d\u0435":[18],"\u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043d\u044f":[19,85],"\u043a\u0430\u0442\u0435\u0433\u043e\u0440\u0456\u0457":[20],"\u00ab\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457\u00bb.":[21],"\u0417\u0430\u0437\u043d\u0430\u0447\u0435\u043d\u043e,":[22],"\u0449\u043e":[23],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456":[24],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457":[25],"\u044f\u0432\u043b\u044f\u044e\u0442\u044c":[26],"\u0441\u043e\u0431\u043e\u044e":[27],"\u0431\u0430\u0433\u0430\u0442\u043e\u0433\u0440\u0430\u043d\u043d\u0443":[28],"\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0443":[29],"\u043a\u0430\u0442\u0435\u0433\u043e\u0440\u0456\u044e,":[30],"\u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f":[31],"\u0441\u0443\u0442\u043d\u043e\u0441\u0442\u0456":[32],"\u044f\u043a\u043e\u0457":[33],"\u0447\u0438\u0441\u043b\u0435\u043d\u043d\u0438\u043c\u0438":[34],"\u043d\u0430\u0443\u043a\u043e\u0432\u0446\u044f\u043c\u0438":[35],"\u043f\u0440\u0438\u0437\u0432\u0435\u043b\u043e":[36],"\u043f\u043e\u044f\u0432\u0438":[38],"\u0440\u0456\u0437\u043d\u0438\u0445":[39],"\u043f\u0456\u0434\u0445\u043e\u0434\u0456\u0432,":[40],"\u044f\u043a\u0456":[41,75],"\u043c\u043e\u0436\u043d\u0430":[42],"\u043f\u043e\u0454\u0434\u043d\u0430\u0442\u0438":[43,77],"\u0442\u0440\u0438":[45],"\u0433\u0440\u0443\u043f\u0438:":[46],"\u0444\u0443\u043d\u043a\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439":[47],"\u043f\u0456\u0434\u0445\u0456\u0434,":[48],"\u0456\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u0439\u043d\u0438\u0439":[49],"\u043f\u0456\u0434\u0445\u0456\u0434":[50,52],"\u0442\u0430":[51,72],"\u043e\u0441\u043d\u043e\u0432\u0430\u043d\u0438\u0439":[53],"\u043d\u0430":[54,63,94],"\u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u0456":[55],"\u0437\u0430\u0432\u2019\u044f\u0437\u043a\u0456\u0432":[56],"\u0456\u0437":[57],"\u0441\u0442\u0435\u0439\u043a\u0445\u043e\u043b\u0434\u0435\u0440\u0430\u043c\u0438.":[58],"\u041f\u0440\u043e\u0431\u043b\u0435\u043c\u0438":[59],"\u043e\u0441\u043d\u043e\u0432\u0456":[64,95],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u043e\u0433\u043e":[65,86,119],"\u043f\u0456\u0434\u0445\u043e\u0434\u0443":[66],"\u0437\u043d\u0430\u0439\u0448\u043b\u043e":[67],"\u0432\u0456\u0434\u043e\u0431\u0440\u0430\u0436\u0435\u043d\u043d\u044f":[68],"\u043f\u0443\u0431\u043b\u0456\u043a\u0430\u0446\u0456\u044f\u0445":[70],"\u0437\u0430\u043a\u043e\u0440\u0434\u043e\u043d\u043d\u0438\u0445":[71],"\u0443\u043a\u0440\u0430\u0457\u043d\u0441\u044c\u043a\u0438\u0445":[73],"\u043d\u0430\u0443\u043a\u043e\u0432\u0446\u0456\u0432,":[74],"\u0437\u0430\u043f\u0440\u043e\u043f\u043e\u043d\u043e\u0432\u0430\u043d\u043e":[76],"\u043d\u0430\u0441\u0442\u0443\u043f\u043d\u0456":[79],"\u043d\u0430\u043f\u0440\u044f\u043c\u043a\u0438:":[80],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u0438\u043c\u0438":[83],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f\u043c\u0438;":[84],"\u0440\u0456\u0432\u043d\u044f":[87],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u044f\u043c\u0438;":[90],"\u0437\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f":[96],"\u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442":[97],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0439;":[98],"\u043a\u043e\u043c\u043f\u043b\u0435\u043a\u0441\u043d\u0435":[99],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u0435":[100],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u044f\u043c\u0438.":[103],"\u0443\u0437\u0430\u0433\u0430\u043b\u044c\u043d\u0435\u043d\u043e":[106],"\u043d\u0430\u043f\u0440\u044f\u043c\u0438":[107],"\u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u044c":[108],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445":[109],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u0438\u0445":[110],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0439":[111],"\u0441\u0438\u0441\u0442\u0435\u043c\u0438":[112],"\u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f.":[113],"\u041e\u043a\u0440\u0435\u043c\u0443":[114],"\u0443\u0432\u0430\u0433\u0443":[115],"\u043f\u0440\u0438\u0434\u0456\u043b\u0435\u043d\u043e":[116],"\u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043d\u044e":[117],"\u0440\u043e\u043b\u0456":[118],"\u043f\u0440\u043e\u0446\u0435\u0441\u0456":[124],"\u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f":[125],"\u0456\u043c\u0456\u0434\u0436\u0443":[126],"\u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430.":[127]},"counts_by_year":[{"year":2026,"cited_by_count":5},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":4}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2021-12-31T00:00:00"}