The Marketing Communications as a Component of the Enterprise’s Marketing Policy in the International Market

The article is aimed at researching the features of formation of marketing communications as a part of the enterprise’s marketing policy in the international market. The essence of the concept of «marketing communications», the main means of marketing influence of enterprise in the international market are defined. The advantages and disadvantages of means of influence of marketing communications in the international business are allocated. A comparative characterization of the models of estimating the efficiency of marketing communications as important components of the marketing policy of enterprise, which allow to define the level of success of promo-actions, is carried out. The advantages and disadvantages of each model are allocated, depending on the specifics of the enterprise’s activity and the methods of sales promotion that the enterprise uses in the international market. The model of formation of system of marketing communications as a component of marketing policy of enterprise having a multilevel character is proposed. The model allows, in connection with the system of marketing communications, to consider consumer needs of the target audience and to evaluate efficiency of realization of promo-actions in the international market

Gain-of-function human STAT1 mutations impair IL-17 immunity and underlie chronic mucocutaneous candidiasis

Chronic mucocutaneous candidiasis disease (CMCD) may be caused by autosomal dominant (AD) IL-17F deficiency or autosomal recessive (AR) IL-17RA deficiency. Here, using whole-exome sequencing, we identified heterozygous germline mutations in STAT1 in 47 patients from 20 kindreds with AD CMCD. Previously described heterozygous STAT1 mutant alleles are loss-of-function and cause AD predisposition to mycobacterial disease caused by impaired STAT1-dependent cellular responses to IFN-γ. Other loss-of-function STAT1 alleles cause AR predisposition to intracellular bacterial and viral diseases, caused by impaired STAT1-dependent responses to IFN-α/β, IFN-γ, IFN-λ, and IL-27. In contrast, the 12 AD CMCD-inducing STAT1 mutant alleles described here are gain-of-function and increase STAT1-dependent cellular responses to these cytokines, and to cytokines that predominantly activate STAT3, such as IL-6 and IL-21. All of these mutations affect the coiled-coil domain and impair the nuclear dephosphorylation of activated STAT1, accounting for their gain-of-function and dominance. Stronger cellular responses to the STAT1-dependent IL-17 inhibitors IFN-α/β, IFN-γ, and IL-27, and stronger STAT1 activation in response to the STAT3-dependent IL-17 inducers IL-6 and IL-21, hinder the development of T cells producing IL-17A, IL-17F, and IL-22. Gain-of-function STAT1 alleles therefore cause AD CMCD by impairing IL-17 immunity

The Formation of a Positive International Image of Country as a Means of Enhancing Competitiveness

The article is aimed at studying the essence of the concept of «image of the state» and substantiating the conceptual model of forming a positive international image of country as a means of enhancing competitiveness in the international market. The essence of the concept of «image of the State» has been defined. The factors influencing the formation of the international image of country have been distributed and systematized. The principles on which the process of formation of country image of modern format, receiving public recognition and adequate international estimation, have been allocated. A conceptual model of formation of positive international image of country, based on the hypothesis of influence of positive image on creation of significant competitive advantages in the international market of goods and services, has been proposed. The key features of the model are defined as: clear distribution of the roles of the stakeholders of national image – subjects of the global economic system, level of their involvement in the process of formation and integration of the State economy into the system of international institutions