ABSTRACT MARKETING COMMUNICATIONS AS A COMPETITIVE MARKET STRATEGY FOR A REGIONAL COMPANY

  • E.V. Pisareva Rostov State University of Economics, Rostov-on-Don, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2026.2(59).6-14

Abstract

The relevance of the research is due to the rapid development of marketing communication technologies, but at the same time their low effectiveness due to insufficient study of the behavioral, psychological and cultural characteristics of the regional target audience. The purpose of the article is to analyze the perception of abstract marketing communications by the target audience. The research is aimed at studying the modern behavioral characteristics of buyers, forming a new approach to using cognitive tools of abstract marketing communications to influence the target audience, and creating progressive solutions for introducing the concept of "abstract marketing communications" into the strategic plans of regional companies. The research is based on statistical, comparative, and empirical analysis of data and materials from available online resources. The article analyzes and highlights the features of abstract marketing communications as a competitive strategy, as well as provides successful examples of their use by Russian companies. The author's view on the concept of "abstract marketing communications" and the complex of abstract marketing communications as a technology of competitiveness has been formed. The scientific novelty of the research was discussed in the framework of a collective colloquium, was tested and received a positive assessment from the scientific community. The results of the research, their theoretical and practical significance, are of interest to the educational process and are included by the author in the work programs of the disciplines. The results obtained expand the theoretical basis of modern marketing and offer innovative tools for increasing the competitiveness of regional organizations in the digital economy. The developed methodological approaches to the formation of a system of abstract marketing communications have been implemented in the practical activities of a number of enterprises in the Rostov region.

Keywords: abstract-associative brand perception, innovative communication tools, traditional and digital communications, regional target audience

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About the Author

Ekaterina V. Pisareva – Dr. Sci. (Economics), Professor; Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: ekaterina838@yandex.ru. SPIN РИНЦ 9852-4620. ORCID 0000-0002-2533-1303

For citation: Pisareva E.V. Abstract Marketing Communications as a Competitive Market Strategy for a Regional Company // BENEFICIUM. 2026. Vol. 2(59). Pp. 6-14. (In Russ.). DOI: 10.34680/BENEFICIUM.2026.2(59).6-14

Published
2026-06-05
Issue
No 2 (2026)
Section
DEVELOPMENT OF BUSINESS STRUCTURES