Conţinutul numărului revistei |
Articolul precedent |
Articolul urmator |
2244 413 |
Ultima descărcare din IBN: 2024-05-20 09:09 |
Căutarea după subiecte similare conform CZU |
658.8+659.1 (1) |
Vânzare. Desfacere. Marketing. Repartiție (90) |
Publicitate. Reclamă (176) |
SM ISO690:2012 TARASOVA, Elizaveta, MATUZENKO, E., NAPLEKOVA, Iulia. Modern marketing instruments for the company’s market promotion. In: Journal of Research on Trade, Management and Economic Development, 2020, nr. 1(13), pp. 7-19. ISSN 2345-1424. |
EXPORT metadate: Google Scholar Crossref CERIF DataCite Dublin Core |
Journal of Research on Trade, Management and Economic Development | ||||||
Numărul 1(13) / 2020 / ISSN 2345-1424 /ISSNe 2345-1483 | ||||||
|
||||||
CZU: 658.8+659.1 | ||||||
JEL: Classification: M31, M39 | ||||||
Pag. 7-19 | ||||||
|
||||||
Descarcă PDF | ||||||
Rezumat | ||||||
Currently, a specific feature of the Russian economy development is its digitalization. Many business entities use digital marketing instruments to conquer markets, strengthen customer loyalty and increase sales. Therefore, the problem of promoting companies in the market with the help of modern marketing instruments is now particularly relevant. In this article, the authors proposed actual classification of BTL-communications suggesting their division into 3 types: sales promotion, public relations and Internet advertising. The classification of sales promotion instruments has been updated; in particular, the authors attributed direct marketing and sponsorship to consumer incentives (promotion actions with image-based communication). Unlike many interpretations, this group includes merchandising and event marketing. The instruments of moral and remunerative incentives for employees were highlighted. The authors emphasized the Internet advertising comprising such marketing promotion instruments as content marketing, e-mail marketing, social media marketing, guerrilla marketing, influencer marketing, etc., and defined Internet advertising as an important component of BLT-communications. The study focuses on social media marketing (SMM): the number of social networks and instant messengers’ users over a three-year period has been analyzed; advantages and disadvantages of social networks for company’s market promotion have been highlighted. |
||||||
Cuvinte-cheie ATL- and BTL-communications, email marketing, Social Media Marketing, hidden marketing, influencer marketing, blogging, search engine optimization, comunicări ATL și BTL, email marketing, marketing media social, marketing ascuns, influencer marketing, blogging, optimizarea căutării, ATL- и ВTL-коммуникации, email-маркетинг, маркетинг в социальных медиа, скрытый маркетинг, influencer marketing, блоггинг, поисковая оптимизация |
||||||
|