Registration Number
0224U001260,
0120U101462
, R & D reports
Title
Mechanisms of management of innovative marketing in the conditions of environmental instability
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Head
Barabanova Valentina V., Кандидат економічних наук
Registration Date
19-01-2024
Organization
Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky
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Report on the GDR, 162 pages, 148 items in the bibliography.
The object of research of the NDR is processes, factors, marketing tools, elements of the mechanism of innovative marketing.
The purpose of the research work is to substantiate the theoretical and methodological principles and scientific and practical recommendations regarding the formation of the elements of the management mechanism of innovative marketing in conditions of instability of the external environment.The theoretical basis for the study of the elements of the management mechanism of innovative marketing in the conditions of the instability of the external environment is developed. The role of elements of innovative marketing in the conditions of the marketing activity of the enterprise was studied; innovative methods of marketing research of consumer behavior on the basis of digital marketing tools, which allow to increase the effectiveness of the company's marketing activities, are substantiated,to make management decisions, taking into account the changing needs and motives of the behavior of Ukrainian consumers; a structural and functional model of the process of promoting a tourist product was developed, which reveals the essence of an innovative marketing approach to the process of promoting a tourist product based on the implementation of traditional and innovative marketing tools;a structural and functional model of management of the marketing activity of a tourist enterprise through the implementation of marketing programs was developed; lateral marketing technologies in the regional market of tourist services as an element of innovative marketing were investigated; the expediency of applying the mechanism of adaptation of the communication strategy in social networks of PJSC "ArcelorMittal Kryvyi Rih" to the conditions of martial law in Ukraine has been proven; the necessity of using Internet marketing tools for the promotion of goods and services based on the analysis and fore.
Product Description
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Barabanova Valentina Vitaliivna
Bohatyryova Halyna Andriivna
Lyzhnyk Julia Borysivna
Lohman Nataliy Volodymyrivna
Nikonenko Bohdan Yuriyovich
Perichenko Olga Oleksivna
Pryimak Natalya Serhiivna
Shamrin Ruslan Volodymyrovych
Shapovalova Iniesa Vadimivna
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2024-01-19
