The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company’s competitive strategy in the sector.
The article focuses on the problem of evaluation of new markets in a circular economy, substantiating the need to assess not only economic performance, but also green utility in the process of making managerial decisions. The article proposes an algorithm for calculating the complex Index of Economic and Green Market Utility (IEGMU) for the region in the field of car sharing. It covers such indicators as market capacity and dynamics, the level of impact on the traditional automotive sector, as well as the green effect, which includes the reduction of carbon dioxide emissions, product (vehicle) consumption, and pressure on transport infrastructure. The advantage of the proposed algorithm is the possibility of using matrix analysis to determine the stage of development of each market. As an approbation, the article presents the calculation of the index for such regions as North America, Europe and Asia.
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