BUSINESS MARKETING OF TELECOMMUNICATIONS ENTERPRISES

Abstract

The article examines the concept and subject of business marketing, its goals, objectives, as well as its main tools and channels of communication with customers. The concept and essence of telecommunications enterprises are also considered. A comparative table of B2C and B2B marketing has been developed, as they are always closely related to each other. In the process of research, the reasons and features of the introduction of business marketing into the operational activities of telecommunications enterprises are highlighted. An example of the implementation of business marketing by one of the leading Ukrainian telecom companies is given. The materials of the study are: 1) works of domestic and foreign authors conducting their scientific and practical research in the field of marketing, in particular regarding digital marketing tools, as well as in the field of telecommunications. In the process of conducting the study, the following scientific methods were used: theoretical generalization and grouping (to characterize, describe and separate the concept of business-marketing and its tools; to reveal the essence of enterprises operating in the field of telecommunications), formalization, analysis and synthesis (to reveal the prerequisites and reasons for the use or non-use of business-marketing tools by telecommunications enterprises), logical generalization of results (to formulate conclusions and further prospects for the study). The main tools of business-marketing of telecommunications enterprises, as well as their main communication channels, which are inherent in this industry, were identified, and prospects for further research are indicated, in particular, a significant increase in the relevance of the issue of cybersecurity and protection of sensitive data of customers of such telecommunications enterprises was revealed. Prospects for further research are indicated, in particular, a significant increase in the relevance of the issue of cybersecurity and protection of sensitive data of customers of such telecommunications enterprises is revealed. It is mentioned, that overall situation in worlds politics and economy indicates that cybersecurity and data protection become more major as number of data stealing and data leaks grows significantly, which makes telecom companies develop more and more modern privacy solutions across the world.