DOI: 10.33917/mic-4.123.2025.34-46

This article examines the organizational and economic aspects of the application of the concept of engagement–influence and cognitive marketing in the strategic development of a wholesale network enterprise in modern socio-economic conditions. It is shown that competent construction of information about the product and positioning of the goods for the consumer increases satisfaction from the use of the product and makes the client return to this product. The cognitive concept of marketing is analyzed, which involves teaching the client the correct information about the product and the mechanics of its use, integrating this product into the daily routine and developing a culture of consumption of this product for a wide audience.

 The work of a network wholesale enterprise on the use of various strategies and tools of involvement–influence and cognitive marketing to promote its brand in the market and effective strategic business development is studied.

References: 

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DOI: 10.33917/mic-2.121.2025.82-89

The purpose of the study is a comprehensive assessment of the role of marketing communications in the development of commercial companies. In this regard, both classic promotion tools and innovative individualized tools are considered. The essence and significance of integrated communications are defined. The specifics of the activities of brand ambassadors as an effective form of promotion are revealed.

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1. Abramov R.A., Temnikova Yu.Yu. Evaluation of the effectiveness of communications of the Department of Transport and Development of Road Transport Infrastructure of Moscow with the population within the framework of the implementation of strategic projects. Management Sciences. 2024;14(4): 53-66.

2. Aleksunin V.A. Marketing communications / Aleksunin V.A., Dubanevich E.V., Sklyar E.N. Moscow: Dashkov i K, 2023.196 p.

3. Varlygina Z.V. Types of marketing information obtained from social networks and ways of working with it. Marketing and marketing research. 2024;4:43-48.

4. Kuzmina O.G. Integrated marketing communications. Theory and practice of advertising: textbook / O.G. Kuzmina, O.Yu. Posukhova. M.: RIOR: INFRA-M, 2023. 187 p.

5. Polit-Zanizdra T.A. Brand ambassadors – a new link between business and consumer. Young scientist. 2024;18:432-434.

6. Sinyaeva I.M. Marketing for masters: Textbook / Under the general editorship of I.M. Sinyaeva. M.: University textbook, NIC INFRA-M, 2022. 368 p.

7. Smirnov I.V. Theory of marketing communications: a tutorial. Vladimir: VSU, 2022. 163 p.

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9. Chumikov A.N. Advertising and public relations: Image, reputation, brand. 2nd ind., corr. and add. Textbook. Series «Textbook of the new generation». Moscow, 2023. 159 p.

10. Yagodkina M.V. Advertising in the communication process: teaching aid. St. Petersburg: Piter, 2024. 28 p.

DOI: 10.33917/es-5.191.2023.138-143

The article dwells on the issues of forming and implementing a brand management strategy, the main stages of its formation are specified and the criteria for effective advertising communications are identified.

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