Маркетингова політика підприємства в межах концепції Marketing 2.0: SMM у індустрії моди
Ескіз недоступний
Дата
2017
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Одеський національний університет імені І. І. Мечникова
Анотація
Recent development of information technology and the widespread use of the Internet have radically changed the traditional business tools and approaches to address emerging challenges. The use of Internet technologies on the one hand can improve employee productivity and efficiency by increasing performance, reducing the number of involuntary errors; increase the volume of processed information providing for data automation. From the other hand, Internet based tools open new opportunities, unseen earlier. Moreover, universal and mostly free access to information combined with ones ability to share and to create own content have a long lasting and profound impact to organizations, business and markets. There, where we used to see one company interacting to many audiences, now we can see multiple interactions of many-to-many with any given producer or seller being only one of agents. There, where we used to see one-way flow of information now we can see two ways. Due to that, companies once been accustomed to master speaking first, are facing an increasing importance of hearing and being attentive to signs, given by customers. There, where only target audience mattered nowadays interests of various stakeholders, including communities and non-buyers should be also taken into consideration just because they all have a practically unrestricted access to digital channels, enabling them to make a considerable impact on buyers’ behavior, purchase intentions and preferences — impact as only producer or seller used to exercise.
Опис
Ключові слова
8.03060101 Менеджмент організацій і адміністрування, social media marketing, marketing targets, fashion-industry, social network
Бібліографічний опис
Харченко, К. О. Маркетингова політика підприємства в межах концепції Marketing 2.0: SMM у індустрії моди = Marketing policy of enterprises in the framework of Marketing 2.0 concept. SMM in fashion industry : дипломна робота магістра / К. О. Харченко ; наук. кер. Ю. В. Робул ; ОНУ ім. І.І. Мечникова, ІМЕМ, Каф. менеджменту та математичного моделювання ринкових процесів . – Одеса, 2017 . – 124 с.