Modeling of marketing communications: world experience and modern use

Kholostenko Yevgen
Postgraduate Student of Management and Marketing Department, State University of Intelligent Technologies and Communications, Ukraine, e-mail: evgen@holostenko.ua, ORCID ID: https://orcid.org/0009-0005-9970-9611

Cite this article:

Kholostenko, Yе. (2024). Modeling of marketing communications: world experience and modern use [Modelivannia marketynhovykh komunikatsii: svitovyi dosvid ta suchasne vykorystannia], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 3-4 (90-91), pp. 175-187.

Abstract

The article considers the global experience of modeling marketing communications, the historical evolution of models from the most renowned marketers in the world to their contemporary use in practice. Additionally, modeling is considered as a method of scientific research of flow processes and the subject matter of the article. The subject of the article is marketing communications, which are the basis for the practical implementation of marketing in enterprises that are dynamically developing in the context of digitalization and scientific and technological progress. The purpose of the article: to reveal the essence of modeling as a research method and as one of the convenient ways to formalize marketing communications to simplify the management of enterprise marketing and to pass on experience from generation to generation; to analyze of popular marketing communication models and models, which are relevant for Ukraine; to disclose the modern use of marketing communication models in the context of the information century. The practical value of the article lies in considering global models of marketing communications, highlighting the most popular models, and describing their practical use and modifications in the context of scientific and technological progress. The following conclusions are formulated based on the results of the study: modeling is an effective tool for researching process flows; renowned marketers use modeling to build marketing communication models that successfully formalize process flows and allow the transmission of success secrets and experience to future generations; among the most relevant marketing communication models for Ukraine are: centralized planning model and Kotler’s model (marketing mix model, 4P marketing); with the advancement of scientific and technological progress, businesses actively use marketing communication models by operating on final effectiveness data and incorporating the best practices or fragments from each model; for more effective use of marketing communication models in the modern information-overloaded environment, there is a need for superhuman abilities, which are being increasingly supported by the rapidly developing artificial intelligence.

Keywords

modeling; marketing communications; marketing communication modeling; enterprise marketing; business management; artificial intelligence.

JEL classification: O210; DOI:https://doi.org/10.33987/vsed.3-4(90-91).2024.175-187

UD classification: 658.8:005.511

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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