Development of Marketing Communication Policy in the Experience Economy: Marketing Tools for Enhancing Enterprise Performance and Digital Strategies for Promoting Innovative Products
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| Auteurs principaux: | , |
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| Format: | Recurso digital |
| Langue: | ukrainien |
| Publié: |
Zenodo
2025
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| _version_ | 1866901254487146496 |
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| author | Tataryntseva, Yuliia Pushkar, Oleksandr |
| author_facet | Tataryntseva, Yuliia Pushkar, Oleksandr |
| contents | <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> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18068799 |
| institution | Zenodo |
| language | ukr |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Development of Marketing Communication Policy in the Experience Economy: Marketing Tools for Enhancing Enterprise Performance and Digital Strategies for Promoting Innovative Products Tataryntseva, Yuliia Pushkar, Oleksandr marketing communication policy marketing tools digital marketing innovative products experience economy enterprise performance promotion strategies personalization consumer behavior <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> |
| title | Development of Marketing Communication Policy in the Experience Economy: Marketing Tools for Enhancing Enterprise Performance and Digital Strategies for Promoting Innovative Products |
| topic | marketing communication policy marketing tools digital marketing innovative products experience economy enterprise performance promotion strategies personalization consumer behavior |
| url | https://doi.org/10.5281/zenodo.18068799 |