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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

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Liburkina L. M.

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Analyzing the Marketing Instruments in the Sphere of Innovative Entrepreneurship and Creative Industries in the City of Kharkiv
Pasmor M. S., Demchenko S. V., Zaitseva D. V.

Pasmor, Maryna S., Demchenko, Sofiia V., and Zaitseva, Diana V. (2020) “Analyzing the Marketing Instruments in the Sphere of Innovative Entrepreneurship and Creative Industries in the City of Kharkiv.” Business Inform 10:420–434.
https://doi.org/10.32983/2222-4459-2020-10-420-434

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 6

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UDC 339.138

Abstract:
The topic of development and involvement of marketing instruments in business is relevant nowadays. In the era of the Internet, social networks and open information space, it is extremely important for companies and organizations to learn and implement new marketing instruments in order to utilize and fill the communication channels used by modern human in everyday life. Most marketing instruments, applied by the business environment before 2014–2016, are already becoming irrelevant due to the lack of feedback from the younger generation. From the off-line format, the interaction of business – buyer is increasingly moving to the on-line format. Thanks to the rapid development of digitalization in recent years, enterprises have received new channels of communication with their target audience, and, accordingly, new channels of communication and marketing instruments, which are covered in the publication. The article is aimed at theoretical studying the latest marketing instruments and analyzing their introduction into the creative industries of the city of Kharkiv. The latest marketing instruments are analyzed, examples of their use in the modern business environment of Ukraine are provided. Their adaptability is considered and recommendations for their use in commercial structures are made. Systematized and allocated are purely new marketing instruments used by business in the 21st century. The efficiency of their introduction into the activities of companies and organizations is substantiated and proved on specific examples. In addition, special attention is paid to the extended presentation of their use and disclosure of the essence on the example of the public organization «Kharkiv IT Cluster».

Keywords: marketing, marketing instruments, creative industries, cluster.

Fig.: 12. Bibl.: 35.

Pasmor Maryna S. – Candidate of Sciences (Economics), Associate Professor, Department of International Economic Relations, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Demchenko Sofiia V. – Postgraduate Student, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Zaitseva Diana V. – Masters Student, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

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