Райко, Діана Валеріївна2019-09-162019-09-162017Райко Д. В. Маркетингові комунікації як інструмент інформаційної взаємодії між підприємством, партнерами, споживачами / Д. В. Райко // Маркетинг і цифрові технології = Marketing and digital technologies. – 2017. – Т. 1, № 2. – С. 102-122.https://repository.kpi.kharkov.ua/handle/KhPI-Press/42231Проаналізовано сутність інтегрованих маркетингових комунікацій, уточнено класифікації видів інформаційної взаємодії за новими ознаками – сутність або характер процесу взаємодії, етапи життєвого циклу взаємовідносин, рівень бізнесової привабливості партнера, рівень готовності споживача і стратегій інформаційної взаємодії підприємства з партнерами і споживачами за додатковими ознаками – спрямованість на суб’єкт, вид інформаційного простору, готовність споживача, бізнесова привабливість партнера, проаналізовано й удосконалено класифікації видів витрат на маркетингові комунікації підприємства за додатковими ознаками: спрямованість, бізнесова привабливість партнерів та готовність споживача, вид простору, у якому здійснюється комунікаційна взаємодія. Виконано позиціюонування маркетингових стратегій у тривимірному просторі з визначенням видів, інструментів інформаційної взаємодії, видів витрат.The aim of the article. An active exchange of both communications and information is taking place between the company and its partners, the company and consumers, the latter kind of exchange is considered as information interaction. The results of the analysis. Based on the analysis of scientific works, the actual definition of communication is represented: communication is the process of exchanging signs and symbols through various communication means in order to create a two-way psychological contact and conditions for normal functioning of people, organizations and society as a whole. Communications are divided into two types: communications that are aimed at forming relations in the company personnel by the participants of information space, and marketing communications. As a result of marketing communications nature studies, two marketing concepts have been identified: marketing management and marketing, which allow us to understand marketing communications nature in order to use them more efficiently in the marketing process of the company. Combining various marketing communication tools leads to a synergy effect. This allows representing the system of integrated marketing communications. Having analyzed scientific works, the following definition is proposed: integrated marketing communications are the interaction of different forms of communications, in which each of them should be integrated with other marketing tools and backed up by them to achieve maximum efficiency. It is practically impossible to draw a clear line between different types of communications, since one communication passes into another. The study highlights three main elements: the purpose of communication, communication means and marketing communications tools. According to this approach, three main tools of marketing communications are defined: PR, advertising and sales promotion. It is determined that the development of information technology has become the basis for the emergence of Internet marketing. The Internet provides fundamentally new abilities to information space and allows defining not only real but virtual space. Using the Internet allows us to expand the boundaries of marketing communications and to consider such concepts as information interaction: formation and implementation process of long-term relations in information exchange between the company, partners and consumers, and the company is the leader, indirectly uniting its partners and consumers, in order to ensure the increase in the profit of all entities on the basis of the usefulness of the information received, which will contribute to the formation of additional value of the received resources and products. The existing classifications of marketing communications are not sufficiently complete to reflect all the features of the company's existence in the modern domestic economy. Based on scientific studies, the classification of information interaction types in terms of additional features is outlined: in terms of essence or nature of the process; relationship lifecycle stages; the level of business attractiveness of the partner; consumer readiness, which are fundamentally new and relevant from the viewpoint of further improvement of marketing theory. The classification of information interaction strategies in terms of additional features is added: focus on the subject; type of space; consumer readiness, and business attractiveness of the partner. On the basis of existing classifications of expenses on marketing communications, the classification of expenses in terms of additional features has been improved: directionality; business attractiveness of partners and consumer readiness, the type of space in which communication interaction is carried out. Conclusions and direction for further research.For the sake of information interaction strategy choice taking into account the components of marketing strategies formation (competitiveness of the company, business attractiveness of the partner and readiness of the consumer) the positioning of marketing strategies in a three-dimensional space with the definition of types, tools of information interaction, types of costs by an improved classification has been represented.ukкомунікації маркетинговівзаємодія інформаційнапідприємствопартнерствоспоживачіmarketing communicationsinformation interactioncompanypartnerconsumerArticle