-д хадгалсан:
| Үндсэн зохиолчид: | , |
|---|---|
| Формат: | Recurso digital |
| Хэл сонгох: | украин |
| Хэвлэсэн: |
Zenodo
2025
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| Нөхцлүүд: | |
| Онлайн хандалт: | https://doi.org/10.5281/zenodo.18068799 |
| Шошгууд: |
Шошго нэмэх
Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!
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Агуулга:
- <p>Modern enterprises developing innovative products face managerial challenges caused by the low effectiveness of traditional marketing communications. In Ukraine, only about 18% of enterprises are innovation-active, while the main barriers to innovation commercialization are communication-related rather than technological. Within the experience economy, there is a need to shift from a product-centric to an experience-centric approach focused on creating emotional value in brand–consumer interactions. The purpose of this study is to substantiate recommendations for managing marketing communications of innovative products using digital marketing tools. The research employs systemic and comparative analysis, as well as methods of generalization and systematization. Recommendations for managing communications across the stages of innovation diffusion are proposed, along with digital marketing strategies aimed at overcoming communication barriers. A three-level effectiveness evaluation system integrating emotional, behavioral, and financial metrics is substantiated.</p>