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Аналіз Динаміки Ринків Маркетингових Сервісів В Аспекті Антикризового Стратегічного Управління
[The Analysis of the Dynamics of the Marketing Services Market in Terms of Strategic Management of Crisis]

Author

Listed:
  • Ivanova Natalya

    (Donetsk National University of Economics and Trade named after M. I.Tugan-Baranovsky (Kryvyi Rih))

Abstract

Метою проведеного дослідження є визначення основних сучасних маркетингових сервісів за даними динаміки медіа ринку України. Маркетингові сервіси при цьому розглядаються як інструменти, що забезпечують антикризове управління розвитком бізнесу в стратегічному аспекті. Науково-практична значущість дослідження полягає у результатах трендового аналізу динаміки медіа ринку України та його складових, результати якого дозволили зробити висновок про вагомість Інтернет-реклами як сучасного маркетингового інструмента в умовах антикризової політики. В результаті проведеного дослідження отримано прогнозні значення обсягів та частки ринку Інтернет-реклами в структурі медіа ринку України на наступний період. Thus, marketing services are considered as tools that provide crisis man-agement in strategic business development perspective. Scientific and practical significance of the study lies in the results of trend analysis of the dynamics of the media market of Ukraine and its components, the results of which led to the conclusion about the importance of Internet advertising as a modern marketing tool in terms of anti-crisis policy. The study predicted the values of the obtained volumes and market share of Internet advertising in the media market structure in Ukraine for the next period.

Suggested Citation

  • Ivanova Natalya, 2016. "Аналіз Динаміки Ринків Маркетингових Сервісів В Аспекті Антикризового Стратегічного Управління [The Analysis of the Dynamics of the Marketing Services Market in Terms of Strategic Management of Cri," Traektoriâ Nauki = Path of Science, Altezoro, s.r.o. & Dialog, vol. 2(12(17)), pages 6.1-6.7, December.
    • Handle: RePEc:pos:journl:17-1
    DOI: 10.22178/pos.17-7
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