THE STUDY OF ORGANIZATIONAL CULTURE AS AN ELEMENT OF MARKETING COMMUNICATIONS
Competitive market conditions necessitate the use of marketing principles and tools by medium enterprises, which include, inter alia, the formation and implementation of a communication policy. One of the elements of marketing communications is the organizational culture. The article deals with assessing the impact of existing models of organizational culture on the efficiency of the organization. It also presents the author's research model of organizational culture as one of the marketing tools and evaluates its impact on business outcomes. The results of the study of trade enterprises in the city of Bratsk revealed the prevailing types and level of development of the organizational culture of the company, analyzed the methods used by enterprises promotion, revealed a direct link between the level of development of culture and the economic efficiency of enterprises.
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