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DC Field | Value | Language |
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dc.contributor.author | Prikhodko, K. S. | - |
dc.contributor.author | Danilevskaya, E. N. | - |
dc.contributor.author | Savina, K. S. | - |
dc.contributor.author | Shupenko, R. E. | - |
dc.date.accessioned | 2019-08-30T11:17:02Z | - |
dc.date.available | 2019-08-30T11:17:02Z | - |
dc.date.issued | 2019 | - |
dc.identifier.citation | Prikhodko, K. S., Danilevskaya, E. N., Savina, K. S., & Shupenko, R. E. (2019). Innovative opportunities and reserves of contemporary marketing communication. International Journal of Economics & Business Administration, 7(1), 477-484. | en_GB |
dc.identifier.issn | 22414754 | - |
dc.identifier.uri | https://www.um.edu.mt/library/oar/handle/123456789/46162 | - |
dc.description.abstract | Purpose: The article aims to present characteristics and research of peculiarities, forms and categories of innovative communication, as well as to evaluate the reasons for the decline in the effectiveness of traditional marketing communication. Design/Methodology/Approach: The article considers the existing practice of creative implementation of theoretical and applied marketing knowledge in the activities of organizations. The paper substantiates contemporary and perspective innovative concepts and tendencies of marketing communication. Findings: The manuscript highlights the reasons for changing the classical marketing paradigm and the direction of innovative development of communication interaction concepts. In the course of enterprise’s innovative development management marketing assumes a new dimension and plays a special role in the management process. The role of traditional means of communication has declined with the development of Internet technologies, the use of interactive personalized marketing communication with consumers and the personalization of communication influences has become increasingly popular. Practical implications: Current trends in the development of relationship marketing are characterized by a significant increase in the role of such an important component of its complex as “promotion”, as well as the intensification of the development and implementation of innovative technologies and tools. Originality/Value: The originality of this approach consists in the analysis of the features and prospects of the innovative development of the marketing and communication sphere. | en_GB |
dc.language.iso | en | en_GB |
dc.publisher | Eleftherios Thalassinos | en_GB |
dc.rights | info:eu-repo/semantics/openAccess | en_GB |
dc.subject | Relationship marketing | en_GB |
dc.subject | Marketing -- Case studies | en_GB |
dc.subject | Communication -- Case studies | en_GB |
dc.subject | Technological innovations -- Case studies | en_GB |
dc.title | Innovative opportunities and reserves of contemporary marketing communication | en_GB |
dc.type | article | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder | en_GB |
dc.description.reviewed | peer-reviewed | en_GB |
dc.publication.title | International Journal of Economics & Business Administration | en_GB |
Appears in Collections: | IJEBA, Volume 7, Special Issue 1 |
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Innovative_opportunities_and_reserves_of_contemporary_marketing_communication.pdf | 214.26 kB | Adobe PDF | View/Open |
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