title: Ð2Ð-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð¼Ð°Ð»Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð² ÑÑÐµÑÐµ ÑÐ¸ÑÐµÐ¹Ð»Ð°
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: B2B communications of small businesses in the retail sector.
Creators: name: ÐÐ²Ð´Ð¾ÐºÐ¸Ð¼Ð¾Ð²Ð°, 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: 2023
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð±ÑÐµÐ½Ð´
Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
advertising
communication activities
communication
marketing
brand
audience

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ B2B-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² ÑÑÐµÑÐµ Ð¼Ð°Ð»Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð¸ ÑÐ¸ÑÐµÐ¹Ð»Ð°. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐÑÐ¾ÑÐ¼Ð¾ÑÑ ÑÑÑÐµÑÑÐ²ÑÑÑÐµÐ¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð¿Ð¾ B2B-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÐ¼, Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ Ð¼Ð°Ð»Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð² ÑÐµÐºÑÐ¾ÑÐµ ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸, Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ ÑÐ¸Ð¿Ð¾Ð² ÐºÐ°Ð½Ð°Ð»Ð¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ B2B, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¼Ð¾Ð³ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÑ Ð¼Ð°Ð»ÑÐµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð² ÑÑÐµÑÐµ ÑÐ¸ÑÐµÐ¹Ð»Ð°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÐµÑÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ Ð±Ð°ÑÑÐµÑÐ¾Ð², Ñ ÐºÐ¾ÑÐ¾ÑÑÐ¼ ÑÑÐ°Ð»ÐºÐ¸Ð²Ð°ÐµÑÑÑ Ð¼Ð°Ð»ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ Ð¿ÑÐ¸ Ð¿Ð¾Ð¿ÑÑÐºÐµ ÑÑÑÐ°Ð½Ð¾Ð²Ð¸ÑÑ B2B ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ³Ð¾ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð»Ð¾ÐºÐ°Ð»ÑÐ½Ð¾Ð¼ ÑÑÐ½ÐºÐµ, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¢Ð®Ð, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÑÐ¸Ð»ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð² ÑÑÐµÑÐµ ÑÐ¸ÑÐµÐ¹Ð»Ð°. Ð Ð°Ð±Ð¾ÑÐ° Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¢Ð®Ð. ÐÑÐ»Ð° Ð¾Ð¿Ð¸ÑÐ°Ð½Ð° ÐºÑÐ°ÑÐºÐ°Ñ Ð¸ÑÑÐ¾ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð² b2b ÑÐµÐºÑÐ¾ÑÐµ Ð¸ ÑÐ¸ÑÐµÐ¹Ð»Ðµ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð±ÑÐ»Ð¸Â  Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð¸Ð½ÑÐµÑÐµÑÐ° Ðº Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐµÐ´Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð², Ð¿Ð°ÑÑÐ½ÐµÑÐ¾Ð² Ð¸ ÑÐ¾ÑÑÑÐ´Ð½Ð¸ÐºÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¿Ð¾Ð´Ð´ÐµÑÐ¶ÐºÐ¸ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹.
description: The topic of the final qualifying work: B2B communications of small businesses in the retail sector. This work is devoted to the development of recommendations and analysis of B2B communication in the field of small business and retail. The research set the following goals: Review of existing literature on B2B communications, in the context of small business in the retail sector, study of various types of B2B communication channels that small businesses in the retail sector can use,Â  identification of specific communication barriers that small businesses face when trying to establish B2B communication, analysis of the companys current position in the local market, analysis of the current communication activities of the TUNE company, development of recommendations for strengthening communication activities in the retail sector. The work was carried out on the example of the TUNE enterprise. A brief history of the company was described, communication activities in the b2b sector and retail were investigated. Based on the conducted research, recommendations were proposed for the development of a communication strategy using various marketing tools to increase interest in the companys activities among customers, partners and employees of the company and to support the companys image, the effectiveness of the proposed solutions was evaluated.