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Registration Number

0217U000045, 0112U000128 , R & D reports

Title

Marketing tools for innovation development of economic systems

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Head

Litovchenko Irina L.,

Registration Date

16-01-2017

Organization

Odessa National Economic University

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It was identified perspective trends of the modern market within research. It was proposed a marketing information concept - aimed to the real and virtual economy philosophy of marketing activity in conditions of the beginning of XXI century economy. It was studied real-virtual duality of the industrial market, which base on the qualitatively new conditions of marketing activity, which was formed due to the possibilities of information and communication technologies. The concept, theory, principles and methodology of modern information marketing concept were provided. It was summarized and synthesized modern theoretical research of foreign and domestic scientists about dual of the nature of today's economy and the transition to a new technological industrial base - revolution 4.0. The perspectives of development of the market, its participants and their marketing activities in connection with innovative solutions in the field of information technology was analyzed; it was identified transformational changes that are connected with consumer behavior in the new conditions. The study identified the main directions of development of the conceptual basis for the creation of marketing tools at the emerging markets. It was researched methodological bases, tools and communication tools on the B2B market, B2C, B2G, C2G, etc., and their implementation into practice of enterprises' activity. It was formulated the theoretical basis of integrated marketing communications in the context of innovation development of economic systems and the duality of the modern market.

Product Description

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Андрєєва Н.М.
Бергер В.В
Беспалов В.М.
Губерник А.О.
Жарська І.О.
Зіньковська Д.В.
Кухарська Н.О.
Новошинська Л.В.
Обнявко О.В.
Овчар І.Р.
Оснач О.Ф.
Петриченко П.А.
Рулінська О.В.
Саєнсус М.А.
Самотей Г.Ю.
Сотніков Ю.М.
Федорова Т.О.
Хмелярова Я.А.
Шкурупська І.О.