title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð² Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ðµ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of methods for planning integrated marketing campaigns to promote business in the virtual environment
Creators: name: ÐÑÑÑÐµÐ², ÐÐ½Ð²Ð°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: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð°Ñ ÑÑÐµÐ´Ð°
marketing
integrated marketing campaigns
brand promotion
communications
virtual environment

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð² Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´ÐµÂ». Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Â«ReservedÂ» Ð² Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ðµ Ð¸ Ð¾ÑÐµÐ½ÐºÐ° Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: ï­ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐ²Ð¾Ð»ÑÑÐ¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÐµÐ³Ð¾ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¹; ï­ Ð¸Ð·ÑÑÐ¸ÑÑ ÑÐ¾Ð»Ñ Ð¸ Ð·Ð½Ð°ÑÐµÐ½Ð¸Ðµ Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÐµÐ¹; ï­ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð½Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¸; ï­ Ð¾Ð¿Ð¸ÑÐ°ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÐµÐµ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾-ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸; ï­ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; ï­ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¼ÐµÑÐ¾Ð´Ñ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Â«ReservedÂ» Ð² Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ðµ; ï­ Ð¾ÑÐµÐ½Ð¸ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð²; ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ ÑÐ°Ð·Ð²Ð¸Ð²Ð°ÑÑ ÑÐ²Ð¾Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð½ÐµÑÑÐ°Ð±Ð¸Ð»ÑÐ½Ð¾ÑÑÐ¸, Ð¸Ð·Ð¼ÐµÐ½ÑÑÑÐµÐ¹ÑÑ ÑÐ¸ÑÑÐ°ÑÐ¸ÐµÐ¹ Ð¸ Ð¿Ð¾ÑÐ²Ð»ÐµÐ½Ð¸Ð¸ Ð½Ð¾Ð²ÑÑ ÑÐ¿Ð¾ÑÐ¾Ð±Ð¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±Ð¸Ð·Ð½ÐµÑÐ°, Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ Ð² Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ðµ. ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð´Ð°Ð½Ð½ÑÐµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÐÐ½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ ya.ru, google.com. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ: Microsoft Word, Microsoft PowerPoint, Adobe Photoshop, Microsoft Excel. Ð¡ÑÐµÐ´Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð±ÑÐ»Ð¸ Ð·Ð°Ð´ÐµÐ¹ÑÑÐ²Ð¾Ð²Ð°Ð½Ñ ÐºÐ¾Ð½ÐºÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ñ, Ð°Ð½Ð°Ð»Ð¾Ð³Ð¸Ñ, Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¸Ð½ÑÐµÐ·, Ð¸Ð½Ð´ÑÐºÑÐ¸Ñ, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ, Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ.
description: The subject of the graduate qualification work is âDevelopment of methods for planning integrated marketing campaigns to promote business in the virtual environmentâ. The aim of the research is to develop methods for planning integrated marketing campaigns to promote the brand "Reserved" in the virtual environment and evaluate their effectiveness. The following objectives were achieved: ï­ analyze the evolution of marketing and its concepts; ï­ study the role and importance of integrated marketing in company management; ï­ examine the system of marketing communications in the enterprise; ï­ describe the characteristics of the company and analyze its financial and economic activities; ï­ analyze marketing communications in the company; ï­ develop methods for planning integrated marketing campaigns to promote the brand Â«ReservedÂ» in the virtual environment; ï­ evaluate the effectiveness of the proposed methods. The relevance of the topic is due to the need for companies to develop their activities in conditions of political instability, changing situations, and the emergence of new ways of promoting business, including in the virtual environment. The sources of information include data from domestic and international scientific literature, official websites, and analytical agencies. When collecting the data needed to perform the work, we used the search engines ya.ru, google.com. During data processing the following programs were used: Microsoft Word, Microsoft PowerPoint, Adobe Photoshop, Microsoft Excel. Among the methods involved were specification, analogy, modeling, analysis, synthesis, induction, generalization, observation, comparison.