Strategies of interaction with a consumer within the marketing product policy

Oleksandra Stoian (), Tetiana Polozova, Evgen Didenko, Oleksandra Storozhenko and Olena Moskvichova
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Oleksandra Stoian: Petro Mohyla Black Sea State University, Ukraine
Tetiana Polozova: Kharkiv National University of Radio Electronics, Ukraine
Evgen Didenko: Kharkiv National University of Radio Electronics, Ukraine
Oleksandra Storozhenko: Kharkiv National University of Radio Electronics, Ukraine
Olena Moskvichova: Vinnytsia Finance and Economics University, Ukraine

Entrepreneurship and Sustainability Issues, 2018, vol. 6, issue 2, 1018-1027

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 (search for similar items in EconPapers)
JEL-codes: M50 Q20 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:6:y:2018:i:2:p:1018-1027

DOI: 10.9770/jesi.2018.6.2(36)

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