The use of the “Rational” system of global marketing communications in management of international enterprises

• Main Authors: Tatiana Obolenska, Inna Shatarska, Yegor Shevtsov
• Format: Article
• Language: English
• Published: LLC "CPC "Business Perspectives" 2019-07-01
• Series: Problems and Perspectives in Management
• Subjects: business; communicational strategy; econometric model; global income; global marketing communications; management
• Online Access: https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/12269/PPM_2019_03_Obolenska.pdf
• ISSN: 1727-7051; 1810-5467

The modern system of global marketing communications is not ideal, that is why management of international enterprises needs to use creativity in their attempts to predict the results of the marketing activities. They often fail in forecasting, because specialists do not have necessary practical models and data. The article deals with the questions of developing a model of the “rational” system of global marketing communications, which will be ready for the implementation into managerial processes of the Ukrainian firms. The model in the research is based on one-factor and multi-factor equations with calculations on the example of the well-known American company Nike, which works in the segment of apparel and footwear industry and can be a bright example of building a strong marketing communication strategy. Methods of linear and polynomial trends, smoothing average and exponential smoothing were used for the development of the proposed model. The examination of the correlation between global income, costs on marketing communication activities of the international company and index of satisfaction by this enterprise on the market in the frames of the econometric model’s work showed the dependency, which can become a basis for future analysis. The invented model of the “rational” system of global marketing communications shows how managers can calculate the resultativity of specific marketing instruments, which they plan to accept as appropriate. Different indicators can be used in forecasting the effects of global marketing communications on the performance of international enterprises. The article shows that the more indicators are used in the model, the more accurate is the result.