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Usage of the system of interactive marketing communications to ensure the competitiveness of domestic enterprises at an international market

Author

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  • Oleksandra Mel'nyk

    (Hetman Petro Sahaidachny National Army Academy, L'viv)

  • Anna Rad'ko

    (National University of Water Management and Nature Resources Use, Rivne)

Abstract

Entering the European market requires an adequate system of products promotion. Under modern conditions of establishment of post-industrial society, the role of online marketing is crucial. The use of interactive marketing communications by domestic companies does not meet the requirements of the international market. The article analyses the certain parameters of a number of sites of Ukrainian agro-holdings. The expert assessment of the possibility of attracting a buyer depending on the site level has been conducted. On this basis the impact of the level of using interactive marketing communications on the attractiveness of the company has been investigated. The suggested approach is a tool of practical diagnostic of the level of using interactive marketing communications and a tool of identification of reserves to improve the competitiveness of domestic enterprises at the international market.

Suggested Citation

  • Oleksandra Mel'nyk & Anna Rad'ko, 2016. "Usage of the system of interactive marketing communications to ensure the competitiveness of domestic enterprises at an international market," Ukrainian Journal Ekonomist, Yuriy Kovalenko, issue 1, pages 42-45, January.
    • Handle: RePEc:uje:journl:y:2016:i:1:p:42-45
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