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Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection

    Authors

    • Anatolii Vdovichen 1
    • Olha Vdovichena 1
    • Valentyna Chychun 1
    • Viktoria Zelich 2
    • Volodymyr Saienko 3

    1 Department of Management, Marketing and International Logistics, State University of Trade and Economics, Ukraine

    2 Department of Business-Administration, Marketing and Management, Uzhgorod National University, Ukraine

    3 Department of Innovation Management, Academy of Management and Administration in Opole, Poland

,

Document Type : Articles

10.33844/ijol.2023.60364
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Abstract

Communication management is critical in promoting products and services in an environment of volatility. It involves creating effective communication strategies to reach the target audience and provide them with the information they need to make informed purchasing decisions. The research aims to study communication management strategies and identify the most effective ones to ensure the full-fledged operation of an organization in negative conditions of its activity.  The research methodology comprises general scientific (analysis, synthesis, induction, deduction) and special (abstraction, concretization, comparison) methods. The results analyze and systematize potential risks for companies in the process of promoting goods and services under conditions of uncertainty and also offer practical recommendations for minimizing risks. It was revealed that the main practical directions in managing communications in conditions of instability are the creation and/or strengthening of a strong company brand, the use of digital marketing, as well as crisis communication strategies. It is noted that, in general, the promotion of goods and services in conditions of instability is a complex and responsible task that requires a comprehensive and evidence-based approach. Relying on scientific reflection and a comprehensive study of the causes of instability, as well as effective communication and interaction strategies, it is possible not only to promote goods and services in an environment of instability but also to shape a more stable and sustainable future for the company.

Keywords

  • Communication management
  • Scientific reflection
  • Company brand
  • Digital marketing
  • Crisis communications
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International Journal of Organizational Leadership
Volume 12, First Special Issue 2023
May 2023
Page 37-65
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  • Article View: 349
  • PDF Download: 610

APA

Vdovichen, A. , Vdovichena, O. , Chychun, V. , Zelich, V. and Saienko, V. (2023). Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection. International Journal of Organizational Leadership, 12(First Special Issue 2023), 37-65. doi: 10.33844/ijol.2023.60364

MLA

Vdovichen, A. , , Vdovichena, O. , , Chychun, V. , , Zelich, V. , and Saienko, V. . "Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection", International Journal of Organizational Leadership, 12, First Special Issue 2023, 2023, 37-65. doi: 10.33844/ijol.2023.60364

HARVARD

Vdovichen, A., Vdovichena, O., Chychun, V., Zelich, V., Saienko, V. (2023). 'Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection', International Journal of Organizational Leadership, 12(First Special Issue 2023), pp. 37-65. doi: 10.33844/ijol.2023.60364

CHICAGO

A. Vdovichen , O. Vdovichena , V. Chychun , V. Zelich and V. Saienko, "Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection," International Journal of Organizational Leadership, 12 First Special Issue 2023 (2023): 37-65, doi: 10.33844/ijol.2023.60364

VANCOUVER

Vdovichen, A., Vdovichena, O., Chychun, V., Zelich, V., Saienko, V. Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection. International Journal of Organizational Leadership, 2023; 12(First Special Issue 2023): 37-65. doi: 10.33844/ijol.2023.60364

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