| Issue |
E3S Web Conf.
Volume 376, 2023
International Scientific and Practical Conference “Environmental Risks and Safety in Mechanical Engineering” (ERSME-2023)
|
|
|---|---|---|
| Article Number | 05060 | |
| Number of page(s) | 9 | |
| Section | V Socio-cultural, Political, Economic, and Legal Issues Related to Environmental Stewardship | |
| DOI | https://doi.org/10.1051/e3sconf/202337605060 | |
| Published online | 31 March 2023 | |
Joint analysis of IMC resources: value for sustainable development
1 Vyatka State University, Moskovskaya str., 36, Kirov, 610000, Russia
2 Moscow Witte University, 2nd Kozhukhovsky passage,12, Moscow, 115432, Russia
3 Perm State Institute of Culture, Gazeta Zvezda str., Perm, 614000, Russia
4 Perm State Agro-Technological University named after Academician D.N. Pryanishnikov, Petropavlovskaya str., 23, Perm, 614990, Russia
5 Perm Institute of the Plekhanov Russian University of Economics, Gagarin boulevard, 57, Perm, 614070, Russia
6 Moscow State University of Civil Engineering, 26, Yaroslavskoye Shosse, 109377, Moscow, Russia
* Corresponding author: doptaganka@yandex.ru
The article studies issue of the optimal structure of the IMC (integrated marketing communications) budget in order to improve the sustainability of the company's development. Authors propose the original technique for the most optimal resource allocation structure based on the joint analysis procedure. This statistical method considers indicators of relative importance of attributes and related utilities. Particular attention is paid to the issues of assessing the reliability of the joint analysis results, as well as the possibility of their visualization. In addition, the article also considers the technology for visualizing the results and approaches to interpreting the obtained data. The main approaches to assessing the reliability of research data are presented, with special attention to joint analysis criteria.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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