International Positioning Strategy of Ukrainian Advertising Service Companies on European Media Market
International Positioning Strategy of Ukrainian Advertising Service Companies on European Media Market
Author(s): Victoria Volodymyrivna Zhurylo, Olga Yuriivna PrygaraSubject(s): Economy, Business Economy / Management, Accounting - Business Administration
Published by: Reprograph
Keywords: positioning; strategy; company; marketing activity; advertising industry; services; media market;
Summary/Abstract: In the article the importance of international positioning strategy of Ukrainian advertising service companies on European media market is considered. The major tendencies of the development of the television advertising market in European countries are analyzed. The strengths of Ukrainian companies providing television advertising services are defined. Methodological approach to develop the international positioning strategy of goods/services is developed. The model of developing the strategy was implemented on the example of advertising industry. Marketing activity of Ukrainian companies providing television advertising services on European media market was researched and the international positioning strategy was developed.
Journal: Journal of Applied Economic Sciences (JAES)
- Issue Year: XIII/2018
- Issue No: 56
- Page Range: 357-368
- Page Count: 12
- Language: English