MANAGEMENT OF MARKETING COMMUNICATIONS OF COMPANIES ON THE REAL ESTATE MARKET DURING A FULL-SCALE MILITARY INVASION: THEORETICAL AND METHODOLOGICAL ASPECTS
Abstract
The paradigm of marketing communications management requires the all-encompassing nature of economic transformations and changes in strategic priorities to ensure sustainable development in the long term. Conceptual shifts in the management system of marketing communications of companies in the real estate market, in the conditions of a full-scale military invasion, necessitate a fundamental change in the strategic vectors of ensuring sustainable economic development. The article analyzes the possibilities of improving marketing communications of modern companies in the real estate market, highlights the importance of a strategic approach to communication processes in the company, and makes appropriate recommendations for eliminating shortcomings and stabilizing the economic situation. The article is aimed at increasing the level of effectiveness of marketing communications, which, in turn, can contribute to the success and competitiveness of business. Now the issue of improving the corporate communication policy is relevant. At domestic enterprises, marketing communications are not developed very effectively. In general, these companies do not have a clear communication policy and planning and control systems, clear communication plans, all company actions are not supported by information, and there are also problems with subjective evaluation. Effectiveness of communication policy implementation. Therefore, one of the main tasks of every business is to balance different communication strategies between businesses to achieve the best results at the lowest costs. Since an effective communication policy has become one of the decisive conditions for corporate success in the market. According to the results of the analysis of literary sources, we can come to the conclusion that the existing scientific sources do not pay due attention to determining the status and role of marketing communications in the development and management of modern business organizations, their construction and planning in a strategic perspective, and the conditions and features of the application of marketing tools require a more detailed study in the enterprise.
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