Innovative opportunities and reserves of contemporary marketing communication

Purpose: The article aims to present characteristics and research of peculiarities, forms and categories of innovative communication, as well as to evaluate the reasons for the decline in the effectiveness of traditional marketing communication. Design/Methodology/Approach: The article considers the existing practice of creative implementation of theoretical and applied marketing knowledge in the activities of organizations. The paper substantiates contemporary and perspective innovative concepts and tendencies of marketing communication. Findings: The manuscript highlights the reasons for changing the classical marketing paradigm and the direction of innovative development of communication interaction concepts. In the course of enterprise’s innovative development management marketing assumes a new dimension and plays a special role in the management process. The role of traditional means of communication has declined with the development of Internet technologies, the use of interactive personalized marketing communication with consumers and the personalization of communication influences has become increasingly popular. Practical implications: Current trends in the development of relationship marketing are characterized by a significant increase in the role of such an important component of its complex as “promotion”, as well as the intensification of the development and implementation of innovative technologies and tools. Originality/Value: The originality of this approach consists in the analysis of the features and prospects of the innovative development of the marketing and communication sphere.peer-reviewe

Plasmon Resonance in а-С : Н Films Modified with Platinum Nanoclusters

Optical density spectra of amorphous diamond-like films of hydrogenated carbon modified with plati-num impurity (a-C : H) have been investigated. a-C : H films were prepared by the method of ion plasma magnetron co-sputtering of graphite and platinum in argon-hydrogen atmosphere. Platinum con-tent in the films was varied from 0 to 9 at. %. In the optical spectra of a-C : H films with different Pt content the peaks of resonance absorption in the range from 496 to 501 nm were found, whilst in the spec-trum of a-C : H films the absorption peak is absent. The appearance of these absorption peaks in a-C : H films is explained by resonance plasmon vibrations of free electrons in platinum nanocl usters. The average diameter of the Pt nanoclusters was estimated using electromagnetic theory of Mie, and it is ~ 5 nm. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/3638

Hydrodynamical approach to chirality production during axion inflation

We study chirality production in the pseudoscalar inflation model of magnetogenesis taking into account the Schwinger effect and particle collisions in plasma in the relaxation time approximation. We consider the Schwinger production of one Dirac fermion species by an Abelian gauge field in two cases: (i) the fermion carries only the weak charge with respect to the U(1) group and (ii) it is also charged with respect to another strongly coupled gauge group. While the gradient-expansion formalism is employed for the description of the evolution of gauge field, plasma is described by hydrodynamical approach which allows us to determine the number, energy density, and chirality of produced fermions. It is found that while chirality production is very efficient for both, weakly and strongly interacting fermions, the resulting gauge field is typically stronger in the case of strongly interacting fermions due to suppression of the Schwinger conductivity by particle collisions.Comment: 16 pages, 6 figure

战略性基础设施项目的实施：效应和结果的建模

The article describes the modelling of strategic infrastructure project effects and results using methods of analysing direct and indirect effects and helping to determine the feasibility of railway infrastructure project implementation. Neglecting this fact significantly reduces the overall efficiency of infrastructure projects, and in some cases leads to the wrong decisions that reject project implementation.Investigations made by authors allow to identify, classify and quantitatively estimate the direct and indirect effects from the implementation of infrastructure projects, including integrated assessment of budgetary efficiency and an assessment of economic effects for the development of territories.Among indirect effects the special attention was paid to the multimodal effects resulting from the redistribution of passenger and cargo flows and more rational capacity of the transportation system. The attention was paid to the multiplier effects caused in related sectors of the economy, agglomeration effects leading to increased connectivity of urban and suburban areas and the corresponding growth in employment, investment and productivity, the effects of optimising subsidies, etc.Scenario forecasting procedures were used within the presented investigations. Macroeconomic effects, bottlenecks in the railway system impact on the level of undertransportation of goods as well as price arbitrage were determined for various scenarios.В статье предложено моделирование эффектов и результатов от реализации стратегических инфраструктурных проектов с использованием методик, оценивающих прямые и косвенные эффекты и играющих решающую роль при определении целесообразности реализации проектов развития железнодорожной инфраструктуры. Отказ от их рассмотрения существенно занижает реальную интегральную эффективность инфраструктурных проектов, а в ряде случаев ведет к принятию ошибочных решений об отказе их реализации.Расчеты, проведенные авторами, позволили выявить и структурировать прямые и косвенные эффекты от реализации инфраструктурных проектов, получить их количественную оценку, включая комплексную оценку бюджетной эффективности и оценку экономических эффектов для развития территорий.Среди множества косвенных эффектов особое внимание было уделено мультимодальным эффектам, получаемым в результате перераспределения пассажиро- и грузопотоков и более рациональной загрузки транспортной сети, мультипликативным эффектам, вызываемым в смежных отраслях экономики, эффектам агломерации, ведущим к повышению связанности городских и пригородных территорий и соответствующему росту занятости, инвестиций и производительности, эффектам оптимизации субсидирования и др.В ходе проведенных расчетов были использованы процедуры сценарного прогнозирования. Для различных сценариев определялись макроэкономические эффекты, оценивалось влияние узких мест железнодорожной сети на уровень недоперевозок грузов и ценовой арбитраж в секторе инвестиционных товаров.该文章提出使用估计直接和间接影响的方法对战略性基础设施项目的实施效应和结果的建模｡这些方法在确定铁路基础设施发展项目的可行性方面发挥了关键作用｡如果不考虑这些效应和结果﹐基础设施项目的实际整体效率将被大大低估﹐在某些情况下会导致不实施这些项目的错误决定｡作者所做的计算已经确定并结构战略性基础设施项目的实施直接和间接的效应﹐对已其进行量化﹐包括对财政效率的全面评估和对领土发展的经济影响的评估｡在众多的间接效应中﹐特别注意的是由于客流和货运的重新分配以及更合理地使用运输网络而产生的多种形态效应；在相关经济部门引起的乘数效应；导致城市和郊区的连通性增加并相应增加就业、投资和生产力的集聚效应；补贴优化的效应等｡计算中使用了情景预测程序｡对不同情景﹐确定了宏观经济效应并评估了铁路网络瓶颈对投资货物部门的货运短缺和价格套利的影响

IMPLEMENTATION OF STRATEGIC INFRASTRUCTURE PROJECTS: MODELING OF EFFECTS AND RESULTS

The article describes the modelling of strategic infrastructure project effects and results using methods of analysing direct and indirect effects and helping to determine the feasibility of railway infrastructure project implementation. Neglecting this fact significantly reduces the overall efficiency of infrastructure projects, and in some cases leads to the wrong decisions that reject project implementation.Investigations made by authors allow to identify, classify and quantitatively estimate the direct and indirect effects from the implementation of infrastructure projects, including integrated assessment of budgetary efficiency and an assessment of economic effects for the development of territories.Among indirect effects the special attention was paid to the multimodal effects resulting from the redistribution of passenger and cargo flows and more rational capacity of the transportation system. The attention was paid to the multiplier effects caused in related sectors of the economy, agglomeration effects leading to increased connectivity of urban and suburban areas and the corresponding growth in employment, investment and productivity, the effects of optimising subsidies, etc.Scenario forecasting procedures were used within the presented investigations. Macroeconomic effects, bottlenecks in the railway system impact on the level of undertransportation of goods as well as price arbitrage were determined for various scenarios

Formation of High-quality Aluminum Oxide under Ion Beam Irradiation

In this work we used the radiation–induced technique of selective association of atoms (SAA) to create the aluminum oxide layer on the surface of metallic Al under oxygen ion beam irradiation. Optimal conditions for carrying out the radiation-induced aluminum oxidation process were established to minimize the target sputtering. An aluminum oxide layer of 20 nm thickness was obtained after irradiation of aluminum target with oxygen ions with 0.2 keV energy up to a dose of ∼2.6 ⋅ 1018 ions/cm2 at room temperature. HRTEM and EELS techniques were used to characterize the chemical compositional changes after irradiation. It was found that aluminum oxide layer after irradiation contained an excessive amount (∼10 at.%) of implanted oxygen. Keywords: ion beam irradiation, aluminum thin films, EELS, HRTE

Surrogate Modeling of Buckling Analysis in Support of Composite Structure Optimization

Abstract: Problem of aircraft structural components (wing, fuselage, tail