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Item type:Наукова стаття, Creative economy and value creation through marketing analytics: new approaches and opportunities(Pakistan, 2024-10-23) Morokhova, ValentynaThe scientific article aims to determine the impact of marketing analytics on the value-creation process in creative industries. The research includes analyzing the use of digital marketing analytics tools in value chain creation to increase the efficiency and competitiveness of the creative sectors of the economy and creative industries. The research process used general scientific methods of cognition, namely, analysis of literary sources to determine the main trends in the development of the creative economy, comparative analysis to evaluate the indicators of different countries, and the method of generalization and systematization to identify and arrange the critical aspects of the impact of marketing analytics on the value creation of companies in the creative economy. In addition, an expert survey was conducted to substantiate the necessity and prospects of developing marketing analytics in the value chain creation of creative industries, which forms the basis for calculating the weighted average expert evaluations by SWOT analysis categories and correlation TOWS analysis conducted in the statistical analysis program JASP (Classical Correlation tool). Also, the Six Thinking Hats Technique was applied within the research, allowing for the systematization of modern theoretical and practical studies of scientists on applying marketing analytics in creative industries. The research results obtained by the SWOT analysis method indicate a high potential for technological transformation in the development of marketing analytics in the value chain creation of creative industries. The correlation TOWS analysis confirmed significant relationships between the effectiveness of extensive data analysis and the latest marketing analytics tools (r = 0.41, p = 0.02), the individualization of marketing strategies and the growth in demand for personalized products (r = 0.42, p = 0.02), as well as between the effectiveness of data analysis and the costs of integrating tools (r = -0.36, p = 0.04).Item type:Наукова стаття, Marketing Tools for Minimizing Risks in the Logistics Strategy of an Enterprise(Mersin, 2025-09-13) Morokhova, ValentynaThe integration of marketing and logistics is a topic of vigorous discourse, underscored by the imperative to establish coherence between supply capabilities and market demand. The purpose of the study is to assess the impact of marketing costs on the company’s revenue, while considering the various dimensions of logistics risks, consumer demand, and the development of forecast models for revenue and marketing costs. The study employed correlation and regression methods, alongside comprehensive case analyses. Consequently, the research substantiated the presence of a direct correlation among marketing costs, revenue, demand, and logistics risks. The findings from the regression analysis showed that the income of the examined company is profoundly influenced by marketing costs and logistical risks. Furthermore, marketing costs are in turn impacted by logistical risks and the demand generated by online users. The results obtained can serve as validation of the mitigating effect of employing marketing instruments on the level of logistics risks through the strategic adaptation of marketing costs to the current conditions in global logistics. The findings indicate that such adaptation facilitates revenue enhancement even amidst a logistics crisis and can be leveraged as an effective marketing tool to minimize logistics risks. It should be noted that the developed models are advantageous for enterprises, as they enable the forecasting of revenue and the requisite marketing expenditures based on the anticipated levels of logistics risks and consumer demand. Prospects for further research include the modeling of corporate revenues and costs, incorporating a broader range of indicators (for instance, the logistics cost indicator, contingent upon data availability) and diverse companies. As a result of the present study, a definitive correlation among marketing costs, revenue, consumer demand, and logistical risks was conclusively established.