title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð² ÑÑÐµÑÐµ B2B (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«Ð¤ÐÐÐ­ÐÐ¡Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Communication strategies in the field of B2B (on the example of FEDEX LLC)
Creators: name: Ð¦ÑÐ³Ð°Ð½Ð¾Ð²Ð°, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
b2b
Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÑÐµÑÐºÐ°Ñ Ð¾ÑÑÐ°ÑÐ»Ñ
Â«ÑÐ»Ð¾Ð¶Ð½ÑÐµÂ» ÑÑÐ½ÐºÐ¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ
ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ðµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ðµ
Ð¾Ð¾Ð¾ Â«Ð¤ÐÐÐ­ÐÐ¡Â»
communication strategy
logistics industry
"complex" markets
promotion in social networks
special event
fedex

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð² Â«ÑÐ»Ð¾Ð¶Ð½ÑÑÂ» ÑÑÐ½ÐºÐ°Ñ. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð² Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð¼ Ð±Ð¸Ð·Ð½ÐµÑÐµ Ð² ÑÑÐµÑÐµ B2B. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÑÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÑ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° Ð²ÑÐ±ÑÐ°Ð½Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ ÐÐÐ Â«Ð¤ÐÐÐ­ÐÐ¡Â». ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð°Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ, Ð¿Ð¾ÑÐ²ÑÑÑÐ½Ð½Ð°Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ñ Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð¾ ÑÐµÑÐ²Ð¸ÑÐ°Ñ. Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÑÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð²ÑÐ´ÐµÐ»ÐµÐ½Ñ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÑÐ¾Ð´Ñ Ð¸Ð· ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð±ÑÐ»Ð° ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð½Ð° 12 Ð¼ÐµÑÑÑÐµÐ². Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹, Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð½Ð° Ð¾Ð¿ÑÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: The MPhil dissertation addresses the problem of improving communications in "complex" markets. The paper examines the application of communication strategies in the logistics business in the B2B field. The paper analyzes the foreign experience of using communication strategies in companies of this segment. FEDEX LLC was chosen as the object of the study. The subject of the research is a developed communication strategy dedicated to increasing brand loyalty and informing customers about services. In the practical part, a competitive analysis was carried out, the strengths and weaknesses of the company were highlighted. Based on the recommendations, a communication strategy for 12 months was drawn up. As a result, recommendations were developed for planning and implementing an integrated communications strategy based on the company's experience.