Formation of Marketing Strategy for Promoting an Innovative Product
Formation of Marketing Strategy for Promoting an Innovative Product
Author(s): Aizhana MALDYNOVA, Zhasym Osmanov, Daniyar GALIYEVSubject(s): Economy, Accounting - Business Administration, Marketing / Advertising
Published by: Reprograph
Keywords: servitization; competitive strategy; marketing of industrial products; customer focus; innovation; business model;
Summary/Abstract: The article deals with servitization, as one of the modern trends in the development of the economy, as a result of which changes occur in the market supply of organizations, their level of customer focus, organizational culture, requirements for the skills of the staff. The article analyzes the external and internal factors of the marketing environment, allowing assessing the potential of the industrial products market in the field of servitization. The role of communications in the formation of a marketing strategy on the innovative-industrial market with the identification of key advantages of achieving success based on service has revealed.
Journal: Journal of Applied Economic Sciences (JAES)
- Issue Year: XIII/2018
- Issue No: 61
- Page Range: 1951-1956
- Page Count: 6
- Language: English