title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ B2B (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«ÐÐµÐ»Ð¾Ð¹Ñ Ð¸ Ð¢ÑÑ Ð¡Ð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 of the company in the B2B market (on the example of AO Deloitte &amp; Touche CIS)
Creators: name: ÐÐ¾Ð½Ð¾Ð¼Ð°ÑÐµÐ², ÐÑÑÐµÐ¼
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¸Ð½ÑÐµÐ³ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¿Ð¾Ð´ÐºÐ°ÑÑÐ¸Ð½Ð³
ÐºÐ¾Ð½ÑÐ°Ð»ÑÐ¸Ð½Ð³
communication strategy
integrated communications
podcasting
consulting

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð2Ð Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐ Â«ÐÐµÐ»Ð¾Ð¹Ñ Ð¸ Ð¢ÑÑ Ð¡ÐÐÂ». 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: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ñ, Ð²Ð¸Ð´Ð¾Ð² Ð¸ Ð¿ÑÐ¸Ð½ÑÐ¸Ð¿Ð¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð2Ð. 2. ÐÐ±ÑÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐÐ Â«ÐÐµÐ»Ð¾Ð¹Ñ Ð¸ Ð¢ÑÑ Ð¡ÐÐÂ» Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 3. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ»ÑÑÐµÐ²ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð´Ð»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. 4. ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐ Â«ÐÐµÐ»Ð¾Ð¹Ñ Ð¸ Ð¢ÑÑ Ð¡ÐÐ. ÐÑÐ»Ð° Ð¾Ð¿Ð¸ÑÐ°Ð½Ð° ÐºÑÐ°ÑÐºÐ° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÑÐºÑÑÑÐ°, ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð±ÑÐ»Ð¾ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¾ Ð²Ð½ÐµÐ´ÑÐ¸ÑÑ Ð¿Ð¾Ð´ÐºÐ°ÑÑÐ¸Ð½Ð³, Ð² ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ñ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÑÐ¼Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹ Ð¸ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð¿Ð°Ð±Ð»Ð¸ÑÐ¸ÑÐ½Ð¾Ð³Ð¾ ÐºÐ°Ð¿Ð¸ÑÐ°Ð»Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¾ÑÐ½Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð². Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ»Ð° Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹.
description: This work is devoted to improving the communication strategy of a segment of a company in the B2B segment using the example of AO Deloitte &amp; Touche CIS. The tasks that were solved during the study:Study of the concept, types and principles of communication strategy in the B2B market. 2. General analysis of AO Deloitte &amp; Touche CIS and conducting a situational analysis of the company's activities. 3. Analysis of the organization's current communication strategy and communication analysis of key competitors and proposed tools for improving this strategy. 4. Evaluation of the effectiveness of the proposed activities. The work was carried out on the example of the company Deloitte &amp; Touche CIS. A brief description of the organization's activities, organizational structure, elements of corporate identity was described. Based on the research it was proposed to introduce podcasting as a new tool for communicating with representatives of the target audience and increasing the organization's public capital relative to competitors. The effectiveness of the proposed changes was also assessed.