Adaptive model of marketing communications management in agro-industrial enterprises under the digitalization of agri-food markets
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Viktar F. Karpovich
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Digitalization is transforming marketing communications in agro-industrial enterprises by expanding communication channels, increasing the volume of available market data, and accelerating interaction with consumers and other stakeholders. These changes require a transition from campaign-oriented communication management to an integrated and adaptive management system. The purpose of the study is to develop an adaptive model of marketing communications management based on the development of the author's conceptual approach proposed in 2006. The study applies systems, process, structural-functional, comparative and content-analysis methods, as well as conceptual modeling. The proposed model integrates analytical, strategic, instrumental, interactive and control-adaptive functions into a continuous management cycle. The model combines traditional and digital communication instruments, expands interaction from the enterprise-consumer relationship to multiple stakeholders of the agri-food value chain, and introduces continuous feedback between communication results and managerial decisions. An integral indicator of communication effectiveness combining communication, digital, relationship, reputation and economic dimensions is proposed. The study demonstrates that the author's 2006 concept can be transformed into a data-driven and adaptive management system corresponding to the current digital environment of agri-food markets.
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Authors
Viktar F. Karpovich
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References:
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