Cluster analysis of marketing internet activity of industrial goods enterprises
Journal Title: Економічний аналіз - Year 2017, Vol 27, Issue 4
Abstract
Introduction. Internet marketing, which has traditionally been considered as a marketing B2C tool, has started to gain its position in the markets of industrial goods. Marketing experts consider that the main purpose of online B2B marketing lies in the growth of high quality leads. Purpose. The article aims to assess marketing activity of enterprises of separate segments of flexible packaging market in Internet and to determine their impact on the financial performance of the investigated business entities. Methodology. In order to achieve the goal, there has been made a cluster analysis of the sample of enterprises according to their marketing Internet activity level. The calculation of main financial indicators for each cluster has been done. Results. According to the analysis, it has been determined that Internet marketing has not yet become widespread in the B2B sector. It is considered more as an alternative to promotion in view of restricted or lacking marketing budget. The most optimal, in our opinion, is a model of marketing activity, which includes a combination of online and offline marketing activity. For B2B sector, the most important tool for B2B marketing is search engine optimization of a site, its convenience and content.
Authors and Affiliations
Yuriy Punin
Keywords
Related Articles
- EP ID EP313839
- DOI -
- Views 66
- Downloads 0
Modern trends of private pension institutions development in the European Union
Introduction. Current demographic trends and social and economic models initiate the challenges regarding the possibility of adequate pension provision of the population in many European countries. International organiza...
Ways of increasing efficiency of investment-innovative activity of building organization
The article proposes a new complex solution of tasks for increasing the efficiency of management of investment and innovation activities of construction organizations. The complex system of evaluation of the effectivenes...
Theoretical and methodological aspects of risk-management of banks
The theoretical and practical aspects of risk management are considered. The guidelines of strategic and corporate risk-management are outlined. It is stated that risk-management is a cyclical process that involves the f...
Analysis of development of banking systems of Ukraine and Poland: 2009-2017
The authors conducted a comparative analysis of the statistical data of results of banking institutions activities of the National Bank of Ukraine and the Polish National Bank for 2009-2017. Dynamics and current state of...
Theoretical and methodological background to statistical assessment of employment quality in local units
Introduction. The article is devoted to the research of topical issues of statistical study of the impact of information and communication technologies on changes in the labor market and the quality of employment. Purpos...