MODERN MARKETING IN THE MODERN WORLD
Journal Title: Проблеми системного підходу в економіці - Year 2017, Vol 3, Issue 59
Abstract
The article devoted the study of changes in marketing paradigm under new conditions of economic environment. The essence of the marketing concept of enterprise management is considered and the factors leading to its change are determined, including under the influence of the development of information and Internet technologies. High demand leads to dynamic instability of markets, reducing the life cycle of products increases the risk of bringing to market new products, reduces loyalty. Tool changes are adapting to the Internet - clubs loyal customers - the supporters of the company and the brand, corporate sites and pages on social networking companies, corporate blogs the company and personal blogs of its top managers. Companies can maintain constant contact with the target audience, providing high consumer involvement to life and creating brand loyalty. Adapt to splitting market and work with a narrow customer groups allow the benefits of the Internet - communication: targeting high degree of contextual advertising opportunities to selectively display banner ads, observing the behavior of consumers online and deep web - analytics (eg, Google Analytics). Adapt to the changing conditions of the marketing environment (acceleration of the rhythm of life, information satiety, the widespread penetration of digital-technology) allow marketing tools mobile - SMS sending, SMM-marketing, creating mobile versions of sites and Internet - stores, mobile consumer surveys, creating opportunities to compare products and prices via mobile devices online.
Authors and Affiliations
V. A. Petrosov, O. V. Banchuk-Petrosov
Keywords
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