The Features of Anticipative Marketing in the Process of Products Promotion

• Autorzy: Yevhen Krykavskyy , Oleksij Kuryliak , Nazar Fihun
• Języki publikacji: EN

Abstrakty

EN

analyzed the main features of anticipative marketing in the process of products promotion. Depicted the role of mass individualization in the process of customer needs satisfaction. Structured the process of individualization of marketing efforts. Listed a benefits from the introduction of individualization systems of marketing offers. Argued the reason of increasing demand to anticipative marketing approaches. Mentioned the main problematic issues regarding implementation of anticipative marketing into the enterprises marketing management. Highlighted the main requirements for creation of customer profile in the process of anticipative marketing implementation. Compared the main differences between traditional marketing and anticipative marketing. Depicted the algorithm of identification main areas of customer profile improvement in the process of anticipative marketing implementation. Named the main components of anticipative marketing process implementation which includes main cognitive data sources of customer profile creation. Discussed main approaches of anticipative marketing. (original abstract)

Słowa kluczowe

EN

Marketing; Product promotion; Mass customization

PL

Marketing; Promocja produktu; Masowa indywidualizacja

• Czasopismo: Scientific Journal of Bielsko-Biala School of Finance and Law
• Rocznik: 2020
• Numer: nr 2
• Strony: 15--21

Twórcy

autor

Yevhen Krykavskyy

• Bielsko-Biała School of Finance and Law

autor

Oleksij Kuryliak

• PhD student, National University of Water and Environmental Engineering

autor

Nazar Fihun

• Lviv National Polytechnic University, Ukraine

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Identyfikatory

DOI

10.5604/01.3001.0014.3307