Integration of marketing communications based on the analysis of consumer preferences
Zakuskin S.V.1
1 ООО Агентство «Компас Рисерч»
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Journal paper
Russian Journal of Entrepreneurship *
Volume 19, Number 6 (June 2018)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The approach to the promotion of goods/brand/company, allowing to build communication with the client in a single key. Presents methods to identify important target groups of factors, determining consumer preferences and the measurement of market position of products/brands/firms. The principles of the promotion strategy as an approximation to consumer ideals are described. Methods of control of results of advance and changes of a market situation are considered.
Keywords: integrated marketing communications, marketing research, factor analysis, discriminant analysis, product/brand/firm promotion, consumer preferences and expectations, multidimensional scaling
JEL-classification: M31, M30, M39
References:
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Arkhipov A.E., Sevryukov I.Yu. (2017). Informatsionnoe obespechenie prodvizheniya organizatsii: funktsionalnaya suschnost i metody otsenki effektivnosti [Information support for the promotion of organization: the functional essence and the methods of evaluation of effectiveness]. Economics: theory and practice. (1(45)). 63-68. (in Russian).
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Leushina O.V., Luchina N.A. (2016). Innovatsii v torgovle [Innovations in trade]. Modern scientific thought. (2). 127-133. (in Russian).
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Prokhorov N.N. (2016). Kak stimulirovat razvitie potrebnosti v tovare / usluge u B-2-B klientov [How to stimulate the development of B2B customers' needs for goods/services]. Marketing and marketing research. (5). 368-374. (in Russian).
Starostin V.S., Chernova V.Yu. (2017). Podkhody i metody realizatsii effektivnyh reklamnyh kampaniy: trendy globalnogo i rossiyskogo rynka tovarov narodnogo potrebleniya [Approaches and Methods for the Implementation of Effective Advertising Campaigns: Trends in the Global and Russian Market of Consumer Goods]. Practical Marketing. (1(239)). 24-34. (in Russian).
Taganov D. (2005). Primenenie metodov mnogomernogo shkalirovaniya dlya segmentirovaniya potrebiteley/ [Application of multi-dimensional scaling methods for consumer segmentation]. Marketing and marketing research. (1). 60-65. (in Russian).
Tsoy M.E., Schekoldin V.Yu., Dolgikh I.V. (2017). Issledovanie faktorov, vliyayuschikh na udovletvoryonnost potrebiteley kachestvom uslug gorodskogo obschestvennogo transporta [Study of factors affecting consumer satisfaction with the quality of urban public transport services]. Russian Journal of Entrepreneurship. 18 (21). 3237-3260. (in Russian). doi: 10.18334/rp.18.21.38503.
Yanenko M.B. (2017). Upravlenie brendami v obschey kontseptsii marketing-menedzhmenta predpriyatiya [Managing Brands in the General Concept of Marketing Management of the Enterprise]. Practical Marketing. (2-1(240)). 94-100. (in Russian).
Zhukova T.N. (2017). Vzaimodeystvie organizatsii s zainteresovannymi storonami: marketingovyy podkhod [Managing the Organization’s Relations with Stakeholders: Marketing Approach]. Practical Marketing. (5(243)). 21-27. (in Russian).
Закускин С.В. Анализ потребительских предпочтений методами многомерного шкалированияЛаборатория рекламы, маркетинга и public relations. (in Russian). Retrieved from https://goo.gl/21t25e
Закускин С.В. Оценка воздействия рекламных материалов на образ фирмы, товара, торговой маркиЛаборатория. (in Russian). Retrieved from https://goo.gl/b84V99
Arkhipov A.E., Sevryukov I.Yu. (2017). Informatsionnoe obespechenie prodvizheniya organizatsii: funktsionalnaya suschnost i metody otsenki effektivnosti [Information support for the promotion of organization: the functional essence and the methods of evaluation of effectiveness]. Economics: theory and practice. (1(45)). 63-68. (in Russian).
Kosyakov M.A., Shaydulina T.T. (2016). Kommunikatsionnye strategii veduschikh rossiyskikh vuzov [Communication strategies of the leading Russian high schools]. Creative economy. 10 (7). 813-828. (in Russian).
Leushina O.V., Luchina N.A. (2016). Innovatsii v torgovle [Innovations in trade]. Modern scientific thought. (2). 127-133. (in Russian).
Lysenko M.Yu., Schekoldin V.Yu. (2017). Sovmestnyy analiz kak metod otsenki potrebitelskikh predpochteniy i ego primenenie dlya formirovaniya effektivnyh reklamnyh obyavleniy [Joint analysis as an assessment method of consumer preferences and its implication for effective advertisement]. Russian Journal of Entrepreneurship. 18 (21). 3275-3288. (in Russian). doi: 10.18334/rp.18.21.38504.
Mitina E.A. (2016). Formirovanie sprosa na produktsiyu organicheskogo proizvodstva [Joint analysis as an assessment method of consumer preferences and its implication for effective advertisement]. Journal of Marketing in Russia and Abroad. (4). 130-134. (in Russian).
Perepelkin N.A., Mizyaeva M.V. (2016). Metody kompleksnoy otsenki i monitoringa effektivnosti sobytiynogo marketinga v kompanii pri rabote s podryadnymi organizatsiyami [Methods of complex assessment and monitoring of the effectiveness of event marketing in the company when working with contractors]. Marketing and marketing research. (6). 478-487. (in Russian).
Prokhorov N.N. (2016). Kak stimulirovat razvitie potrebnosti v tovare / usluge u B-2-B klientov [How to stimulate the development of B2B customers' needs for goods/services]. Marketing and marketing research. (5). 368-374. (in Russian).
Starostin V.S., Chernova V.Yu. (2017). Podkhody i metody realizatsii effektivnyh reklamnyh kampaniy: trendy globalnogo i rossiyskogo rynka tovarov narodnogo potrebleniya [Approaches and Methods for the Implementation of Effective Advertising Campaigns: Trends in the Global and Russian Market of Consumer Goods]. Practical Marketing. (1(239)). 24-34. (in Russian).
Taganov D. (2005). Primenenie metodov mnogomernogo shkalirovaniya dlya segmentirovaniya potrebiteley/ [Application of multi-dimensional scaling methods for consumer segmentation]. Marketing and marketing research. (1). 60-65. (in Russian).
Tsoy M.E., Schekoldin V.Yu., Dolgikh I.V. (2017). Issledovanie faktorov, vliyayuschikh na udovletvoryonnost potrebiteley kachestvom uslug gorodskogo obschestvennogo transporta [Study of factors affecting consumer satisfaction with the quality of urban public transport services]. Russian Journal of Entrepreneurship. 18 (21). 3237-3260. (in Russian). doi: 10.18334/rp.18.21.38503.
Yanenko M.B. (2017). Upravlenie brendami v obschey kontseptsii marketing-menedzhmenta predpriyatiya [Managing Brands in the General Concept of Marketing Management of the Enterprise]. Practical Marketing. (2-1(240)). 94-100. (in Russian).
Zhukova T.N. (2017). Vzaimodeystvie organizatsii s zainteresovannymi storonami: marketingovyy podkhod [Managing the Organization’s Relations with Stakeholders: Marketing Approach]. Practical Marketing. (5(243)). 21-27. (in Russian).
Закускин С.В. Анализ потребительских предпочтений методами многомерного шкалированияЛаборатория рекламы, маркетинга и public relations. (in Russian). Retrieved from https://goo.gl/21t25e
Закускин С.В. Оценка воздействия рекламных материалов на образ фирмы, товара, торговой маркиЛаборатория. (in Russian). Retrieved from https://goo.gl/b84V99
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