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Home / Journals / Scientific Research and Development. Economics / Volume 8 Issue 5 / Communication Strategies for Integrating the National Economy into the Global Economy
Communication Strategies for Integrating the National Economy into the Global Economy
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Citations:

COMMUNICATION STRATEGIES FOR INTEGRATING THE NATIONAL ECONOMY INTO THE GLOBAL ECONOMY
UDK 33 Экономика. Экономические науки
Polyakov V. A. 1
Fomicheva I. 2
Yudina O. 3
Authors:
1.  Tula branch of Financial University under the Government of the Russian Federation (Department “Economy and Management”, head)

Russian Federation
2.  Financial University under the Government of the Russian Federation ( Associate Professor)

Russian Federation
3.  Leo Tolstoy Tula State Pedagogical University (Department of Economics and Management, Associate Professor)

Tula, Russian Federation
Type:
Article
DOI:
https://doi.org/10.12737/2587-9111-2020-4-8
Pages:
from 4 to 8
Status:
Published
Received:
21.10.2020
Accepted:
03.11.2020
Published:
03.11.2020
Subject area:
UDK 33 Экономика. Экономические науки
Language:
Russian
Keywords:
global economy, advertising and communication space, marketing communications, advertising communication strategies, questionnaires, targeting, customization
Abstract and keywords
Abstract (English):
The organizational mechanism of formation of the world communication space is considered. Features of application of such communication strategies in the development of the global economy as multinational, global, and transnational are revealed. The features of the impact of targeted communications on the consumer are highlighted, which contributes to the transition to a personal communication strategy - customization. An overview of the main trends in the formation and development prospects of advertising communications in Russia is given. The article presents the material of empirical research using questionnaires of various groups of consumers from the regions of Central Russia. As a result of the analysis of questionnaires, the peculiarities of advertising perception by regional consumers were revealed, depending on the level of their demographic factors.

Keywords:
global economy, advertising and communication space, marketing communications, advertising communication strategies, questionnaires, targeting, customization
References

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