Received:
2018-08-22 | Accepted:
2018-12-11 | Published:
2018-12-30
Title
Strategies of interaction with a consumer within the marketing product policy
Abstract
A matrix of strategies for interaction with a consumer in the Internet is developed based on the use of two-vector coordinate system: the degree of consumer readiness to purchase and the communication environment. The means of promotion has been analyzed in accordance with the strategy of interaction with the consumer in the Internet. The KPI system for the communication activity of the enterprise in the Internet was proposed on the basis of crowd-technologies. The built matrix of areas of correction of the communication policy allows the company to determine the further direction of correction of communications for each level of communication influence.
Keywords
marketing product policy, strategy, communication policy, consumer, crowd-technologies
JEL classifications
M50
, Q20
URI
http://jssidoi.org/jesi/article/267
DOI
Pages
1018-1027
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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