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Information × Registration Number 0223U005667, 0123U104627 , R & D reports Title Theoretical and methodological foundations of formation of the optimal structure of marketing communications for the promotion of innovative products in entrepreneurship popup.stage_title Head Chupyr Olena M., Доктор економічних наук Registration Date 26-12-2023 Organization Simon Kuznets Kharkiv National University of Economics popup.description2 The purpose of the study is to research and improve the model for assessing the optimal structure of integrated marketing communications in entrepreneurship in the context of innovative development and to provide practical recommendations on the use of modern marketing communications to promote innovative products in entrepreneurship and their impact on performance. The object of research is Internet marketing tools and features of their use. The subject of the study is a set of theoretical, methodological and applied provisions on the use of Internet marketing in the policy of brand and product promotion. In the course of the study, the following methods were used: theoretical generalization (to determine the essential characteristics of Internet marketing and the use of its effective tools); analysis and synthesis (to analyze the state of the domestic light industry market and identify its features and trends, as well as to analyze the economic activities of a business entity, to detail the study of the process of using Internet marketing); graphical method for visual representation and schematic presentation of theoretical material of the study. The use of effective Internet marketing tools for use in entrepreneurial activity is investigated. The stages of planning and implementing an online marketing campaign for use in the work of an entrepreneurial entity are developed. Practical recommendations have been formed by applying economic and mathematical modeling of the optimal allocation of funds for the production of advertising products, the need to study the effectiveness of advertising in order to predict its impact on the commercial activities of the enterprise has been shown. INTERNET MARKETING, BRAND, PRODUCT, SOCIAL NETWORKS, ADVERTISING PRODUCTS Product Description popup.authors Viskovatykh Karina Klyuchka Anastasiya Lytvynenko Alina O Chupyr Olena Mykolayivna popup.nrat_date 2023-12-26 Close