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  EMPIRICAL STUDY OF THE SYNERGISTIC EFFECT BETWEEN THE ELEMENTS OF INTEGRATED MARKETING COMMUNICATIONS

  The coupled use of the elements of Integrated Marketing Communications (IMC) allows them to be combined so that they can complement one another. The aim is to achieve a consistent and logical exposure of the communication messages in their harmony. Thus the overall impact on the target audience increases, which is especially useful when the ... The coupled use of the elements of Integrated Marketing Communications (IMC) allows them to be combined so that they can complement one another. The aim is to achieve a consistent and logical exposure of the communication messages in their harmony. Thus the overall impact on the target audience increases, which is especially useful when the company conducts low-budget campaigns. The aim of this paper is, based on the conclusions and findings of the empirical study of consumers’ attitudes towards the elements of Integrated Marketing Communications, to offer a tool for decision-making, which will increase the efficiency in the implementation of the IMC concepts of companies. In connection with the purpose stated above, the following tasks are set:  to explore the essence of Integrated Marketing Communications and the reasons for their occurrence;  to outline the stages of developing a program for Integrated Marketing Communications;  to analyze the synergistic effect between the elements of Integrated Marketing Communications. The paper proves the thesis that the synergistic effect between the elements of Integrated Marketing Communications is needed in the modern management of companies and as a result of its application the companies achieve better results than by using the IMC elements separately. The conclusions and findings from the Confirmatory Factor Analysis that was conducted between the elements of Integrated Marketing Communications can be used as a reference in managing the communication policy of companies, and for refining and optimizing the budget allocation between the elements within the IMC concept.

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  THE EUROPEAN COUNTRIES CLASSIFICATION BASED ON THE LEVEL OF THEIR BUSINESS-TO-BUSINESS E-COMMERCE DEVELOPMENT

  This paper discusses different author’s views, summarizes them and formulates a definition of “business-to-business” electronic commerce (Â2Â e-commerce). As a result, three theoretical criteria are adopted that reflect the level of e-commerce development in the different European countries. These criteria are: the implementation of Â2Â ... This paper discusses different author’s views, summarizes them and formulates a definition of “business-to-business” electronic commerce (Â2Â e-commerce). As a result, three theoretical criteria are adopted that reflect the level of e-commerce development in the different European countries. These criteria are: the implementation of Â2Â e-commerce, the depth of technology penetration and the impact of e-commerce on the performance of enterprises. The criteria cover eight variables two of which dropped out in the initial stage of the study. The analysis includes twenty-two European countries – twenty-one from the European Union and Norway. The variables, involved in the above criteria are used to carry out a cluster analysis in order to classify the European countries for two years – 2010 and 2014. The results of the cluster analysis for 2010 show that B2B e-commerce in the different countries is at different levels. The formed seven statistically significant clusters show a large fragmentation among the different countries in terms of B2B e-commerce implementation. The conclusions of the analysis indicate that the level of e-commerce development on a geographic basis keeps being different – namely, some of the countries of Northern Europe and the Scandinavian countries are leading in the sphere of B2B e-commerce and the new EU Member States are lagging behind in this aspect. The classification carried out for 2014 shows that there is a convergence in the level of B2B e-commerce development among the European countries. This conclusion is supported by the integration of clusters and the reduction of their number to three.

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  IMPROVEMENT OF CUSTOMS CONTROL IN THE ANALYSIS OF FINANCIAL SOLVENCY OF AUTHORIZED ECONOMIC OPERATORS

  Modern trends in customs control were related to the development and implementation of new control procedures allowing both effective manifestation of its basic functions - fiscal, economic and defense. The aim is to achieve a balance between the ever-increasing requirements for customs administrations in terms of security and safety of ... Modern trends in customs control were related to the development and implementation of new control procedures allowing both effective manifestation of its basic functions - fiscal, economic and defense. The aim is to achieve a balance between the ever-increasing requirements for customs administrations in terms of security and safety of international trade and the willingness of retailers for easy and quick clearance of their goods. In this connection, a so-called „Simplified customs procedures” and in particular the status of „Authorized Economic Operator”. Its use is associated with certain requirements (conditions) that must be met by those wishing to gain access to specific facilities in the course of covering the activities of their customs procedures. This necessitates the need for controls, allowing authentication extent of these requirements. From the standpoint of customs control checks on the criteria for financial solvency go beyond the conventional application, which is the reason for the existence of some difficulties in their implementation. Priority application here is the financial analysis, but at the moment in our customs administration has not developed a unified analytical methodology for arriving at a more accurate and specific conclusions and assessments. In this paper are considered peculiarities of the customs control of the said criteria and offer two analytical approaches allowing the more precise studies on the financial solvency of the persons with the status of „Authorized economic operators”. These are preparing comprehensive assessment and analysis of individual factors.