INFLUENCE OF MACROECONOMIC FACTORS ON MANAGEMENT AND MARKETING OF COMPANIES IN THE CONTEXT OF BUSINESS COMMUNICATION STRATEGIES
DOI:
https://doi.org/10.15330/apred.2.21.291-300Keywords:
macroeconomic factors, strategic management, marketing, business communications, economic environment, strategy adaptationAbstract
The article analyzes the impact of macroeconomic factors such as GDP, inflation, exchange rate, unemployment on the management system and marketing practices of companies in the context of forming effective business communication strategies. The relevance of the topic is due to the dynamism of the global economic environment, which is accompanied by inflationary fluctuations, exchange rate instability, changes in consumer demand, unemployment and other macroeconomic risks.
The purpose of the study is to establish links between key macroeconomic indicators and strategic management decisions of companies, in particular in terms of governance and external communications. The research methodology is based on systematic and interdisciplinary approaches using comparative and content analysis methods, as well as a review of scientific literature. The study takes into account the provisions of classical (Keynes, Samuelson) and modern theories of strategic management and marketing (Porter, Kotler, Johnson, Mintzberg).
The main results of the study demonstrate that companies that integrate the analysis of the macroeconomic environment into their management cycles show higher strategic flexibility, adaptability and competitiveness. It is proved that business communications under conditions of economic uncertainty should be based on the principles of transparency, openness, responsiveness and trust building. The scientific novelty of the study lies in the development of an integrated analytical model that combines macroeconomic indicators with management and marketing strategic functions. The practical significance of the results lies in the provision of applied tools for improving strategic planning, forming an effective communication policy and reducing business risks in the context of economic challenges. The approaches proposed in the article can be applied by both large corporations and small and medium-sized enterprises to develop adaptive strategies focused on sustainable development and the preservation of reputational capital. The research findings can serve as a theoretical and practical foundation for professionals in marketing, strategic management, as well as for policymakers involved in macroeconomic planning
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