DEVELOPMENT OF A MARKETING COMMUNICATIONS STRATEGY OF THE UKRAINIAN PUBLISHING INDUSTRY

The article reveals the concept of marketing communications and their specifics in the field of book publishing in Ukraine. The dynamics of the number of publishing entities is studied. The article analyzes the volumes of products sold in the publishing market in Ukraine during 2015–2023. The main market segments are identified according to the volume of sales of publishing products. An algorithm for forming a strategy for integrated marketing communications of enterprises in the publishing industry in Ukraine, consisting of ten stages, is proposed. The main goal of the marketing communication policy is to organize the company's communications with stakeholders to form and maintain a sustainable positive image, raise awareness of the target audience about the company and its offers, and encourage the target audience to buy the company's products and goods. Despite a considerable number of scientific works on marketing communications, the problem of forming an optimal strategy for publishing enterprises remains poorly understood.