Using the Modern Marketing Technologies for Promoting Goods and Services
In the face of the present-day situation, Ukrainian economy is going through difficult times. The efficiency of domestic enterprises was rather destructively affected by martial law. In order to realize their goals, enterprises are forced to adapt to changing crisis conditions and find new ways to p...
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| Format: | Article |
| Language: | English |
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2023-03-01
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| Series: | Bìznes Inform |
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| Online Access: | https://www.business-inform.net/export_pdf/business-inform-2023-3_0-pages-246_252.pdf |
| _version_ | 1827890826409148416 |
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| author | Rozhko Viktor I. |
| author_facet | Rozhko Viktor I. |
| author_sort | Rozhko Viktor I. |
| collection | DOAJ |
| description | In the face of the present-day situation, Ukrainian economy is going through difficult times. The efficiency of domestic enterprises was rather destructively affected by martial law. In order to realize their goals, enterprises are forced to adapt to changing crisis conditions and find new ways to promote goods and services. High competition forces enterprises to fight for consumers. There is also a problem of finding new effective methods of communication with customers to promote goods and services. Further, there is an increase in people’s dependence on the online space due to restrictions in communication. Therefore, most domestic enterprises have found methods of promotion and marketing through the use of the Internet. Today, use of the Internet for enterprises is one of the most effective forms of communication with consumers. The online space is used by enterprises to optimize their marketing activities. Traditional marketing is no longer as effective compared to the use of modern digital technologies. This article is aimed at substantiating the necessity of using marketing technologies in the activities of domestic enterprises. The article considers existing Internet technologies and identifies specifics of their application in the information society. The essence of the concept of «Internet marketing» is closer defined. The advantages of its use to attract consumers are substantiated. The main marketing processes when using Internet marketing are defined. The existing types of Internet technologies for promoting goods and services in the online space are considered and systematized. The current state of the problem of introduction of marketing technologies in crisis conditions is disclosed. It is shown how the use of marketing technologies affects the improvement of promotion of goods and services on the example of enterprises in the sphere of postal services. It is found that the use of marketing Internet technologies contributes to more intensive promotion and marketing of goods and services even in crisis conditions. |
| first_indexed | 2024-03-12T21:15:43Z |
| format | Article |
| id | doaj.art-3dfe18b1a83447028d0e62e097f92404 |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-03-12T21:15:43Z |
| publishDate | 2023-03-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-3dfe18b1a83447028d0e62e097f924042023-07-29T11:34:03ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2023-03-01354224625210.32983/2222-4459-2023-3-246-252Using the Modern Marketing Technologies for Promoting Goods and ServicesRozhko Viktor I.0https://orcid.org/0000-0003-0153-6280Simon Kuznets Kharkiv National University of EconomicsIn the face of the present-day situation, Ukrainian economy is going through difficult times. The efficiency of domestic enterprises was rather destructively affected by martial law. In order to realize their goals, enterprises are forced to adapt to changing crisis conditions and find new ways to promote goods and services. High competition forces enterprises to fight for consumers. There is also a problem of finding new effective methods of communication with customers to promote goods and services. Further, there is an increase in people’s dependence on the online space due to restrictions in communication. Therefore, most domestic enterprises have found methods of promotion and marketing through the use of the Internet. Today, use of the Internet for enterprises is one of the most effective forms of communication with consumers. The online space is used by enterprises to optimize their marketing activities. Traditional marketing is no longer as effective compared to the use of modern digital technologies. This article is aimed at substantiating the necessity of using marketing technologies in the activities of domestic enterprises. The article considers existing Internet technologies and identifies specifics of their application in the information society. The essence of the concept of «Internet marketing» is closer defined. The advantages of its use to attract consumers are substantiated. The main marketing processes when using Internet marketing are defined. The existing types of Internet technologies for promoting goods and services in the online space are considered and systematized. The current state of the problem of introduction of marketing technologies in crisis conditions is disclosed. It is shown how the use of marketing technologies affects the improvement of promotion of goods and services on the example of enterprises in the sphere of postal services. It is found that the use of marketing Internet technologies contributes to more intensive promotion and marketing of goods and services even in crisis conditions.https://www.business-inform.net/export_pdf/business-inform-2023-3_0-pages-246_252.pdfmarketinginternet marketingmarketing technologiespromotion of goods and servicesinternetmarketing communications. |
| spellingShingle | Rozhko Viktor I. Using the Modern Marketing Technologies for Promoting Goods and Services Bìznes Inform marketing internet marketing marketing technologies promotion of goods and services internet marketing communications. |
| title | Using the Modern Marketing Technologies for Promoting Goods and Services |
| title_full | Using the Modern Marketing Technologies for Promoting Goods and Services |
| title_fullStr | Using the Modern Marketing Technologies for Promoting Goods and Services |
| title_full_unstemmed | Using the Modern Marketing Technologies for Promoting Goods and Services |
| title_short | Using the Modern Marketing Technologies for Promoting Goods and Services |
| title_sort | using the modern marketing technologies for promoting goods and services |
| topic | marketing internet marketing marketing technologies promotion of goods and services internet marketing communications. |
| url | https://www.business-inform.net/export_pdf/business-inform-2023-3_0-pages-246_252.pdf |
| work_keys_str_mv | AT rozhkoviktori usingthemodernmarketingtechnologiesforpromotinggoodsandservices |