The market of services of entertainment centers: a look through the prism of image-forming factors. Part 1. The emotional aspect of a general solution

Zakuskin S.V.1
1 ООО Агентство «Компас Рисерч», Russia

Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 13, Number 5 (May 2019)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=38230362
Cited: 11 by 26.03.2022

Abstract:
The analysis of the market of entertainment services using an approach based on the integration of marketing communications based on the study of consumer preferences is presented. The space of preferences of entertainment centers and the space of consumer attitude to entertainment centers are constructed, the positions of real entertainment centers are estimated in comparison with the ideal areas of the target group segments. The conclusions of the analysis and recommendations for the development of images of entertainment centers with reference to possible promotion strategies are discussed.

Keywords: integrated marketing communications, marketing research, factor analysis, discriminant analysis, consumer preferences and expectations, target group, entertainment market, entertainment center positions, entertainment center promotion

JEL-classification: M31, M30, M39

References:

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