APPLICATION OF PRINCIPLES OF ‘VIRAL’ MARKETING IN MANAGEMENT OF ENTERPRISE OF FUEL MARKET
Journal Title: Міжнародний науковий журнал "Інтернаука". Серія: "Економічні науки" - Year 2018, Vol 1, Issue 2
Abstract
The principles of ‘viral’ marketing as a new concept in economics are analyzed in the article. Enterprises use the ‘viral’ principles to maximize the spread of information, giving it ‘contagious’ qualities. The specificity of the use of ‘viral’ marketing technique in the management of enterprises of the fuel industry in the current conditions of the transition economy of Ukraine is determined. The use of these principles in the fuel market of Ukraine is explored. The formation and creation of a ‘viral’ methodology in the management of the company, which occupies a leading position in the market of energy sources on the territory of Ukraine, are considered. Six major aspects of effect on the target audience of the brand are identified. The emphasis is on such concepts as ‘social currency’, ‘triggers’, ‘emotions’, ‘public’, ‘practical value’, and ‘stories’. The structural elements, which, on the one hand, stimulate the development of an enterprise, providing it a competitive position in the market, and, on the other hand, have the ability to spread independently among potential consumers of products, are characterized. A set of principles that are laid down in the management system of the enterprise, activating at the same time the effect on the consumer, is proposed. The expediency of further use of the ‘viral’ principles in order to promote highly specialized products and brand in general is grounded.
Authors and Affiliations
Andrii Ustenko, Nataliia Potiomkina
Keywords
Related Articles
- EP ID EP580833
- DOI -
- Views 101
- Downloads 0
DETERMINANTS FORMING COMPETITIVE ADVANTAGES OF MACHINE-BUILDING ENTERPRISES IN THE CONDITIONS OF IMPROVEMENT OF EURO-INTEGRATION PROCESSES
In the article the author conducts an analysis of theoretical and methodological approaches of scientists to the definition of the concept of competitive advantage of the enterprise. It has been determined that increasin...
CONCEPTUAL FOUNDATIONS OF ORGANIZATION OF ACCOUNTING AND REPORTING OF PRIVATE PENSION FUNDS IN UKRAINE
The article examines the main features of the organization of accounting and reporting in private pension funds of Ukraine. The main feature is that the private pension fund is serviced by several professional financial...
PLACE OF FINANCIAL SAFETY IN THE SYSTEM OF ECONOMIC SECURITY UKRAINE
The purpose of the study is to determine the place of financial security in the structure of economic security, clarification of the concept of “financial security”, analysis of the features, structure and factors of ens...
PECULIARITIES OF ANTI-CRISIS MANAGEMENT OF TRADE ENTERPRISES
The article deals with the analysis of the current state of Ukraine’s trade sector and the comparison of its indicators with world tendencies. The structure of the Ukrainian economy according to different indicators is c...
INTERNAL CONTROL IN THE ENTERPRISE MANAGEMENT SYSTEM OF THE RESTAURANT BUSINESS
The article is devoted to the generalization of the issues of the theoretical, methodological and organizational nature of internal control. The relevance of the research is due to the high competition between enterprise...