The features of anticipative marketing in the process of products promotion

• Authors: Krykavskyy Yevhen , Kuryliak Oleksij , Nazar Fihun Nazar Fihun
• Languages of publication: EN

Abstracts

EN

Analyzed the main features of anticipative marketing in the process of products promotion. Depicted the role of mass individualization in the process of customer needs satisfaction. Structured the process of individualization of marketing efforts. Listed a benefits from the introduction of individualization systems of marketing offers. Argued the reason of increasing demand to anticipative marketing approaches. Mentioned the main problematic issues regarding implementation of anticipative marketing into the enterprises marketing management. Highlighted the main requirements for creation of customer profile in the process of anticipative marketing implementation. Compared the main differences between traditional marketing and anticipative marketing. Depicted the algorithm of identification main areas of customer profile improvement in the process of anticipative marketing implementation. Named the main components of anticipative marketing process implementation which includes main cognitive data sources of customer profile creation. Discussed main approaches of anticipative marketing.

Keywords

EN

anticipative marketing; cognitive data; mass individualization; marketing efforts; customer profiles

• Publisher: Wyższa Szkoła Finansów i Prawa w Bielsku-Białej
• Journal: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej
• Year: 2020
• Issue: 2
• Pages: 15-21

Dates

published

2020-06-30

Contributors

author

Krykavskyy Yevhen

• Department of Finance and Information Technology; Bielsko-Biała School of Finance and Law

author

Kuryliak Oleksij

• National University of Water and Environmental Engineering Soborna str. 11, Rivno - Ukraine

author

Nazar Fihun Nazar Fihun

• Department of Marketing and Logistics, Lviv Polytechnic National University S.Bandery str. 12, Lviv - Ukraine

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