Facultatea de Ştiinţe Economice / Faculty of Economic Sciences

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Author: search.filters.author.Blagorazumnaya, Olga

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    Correlation of the concepts innovative marketing and marketing of innovations in the context of promotion of goods and services
    (CEP USM, 2024) Blagorazumnaya, Olga; Trifonova, Larisa
    This article analyzes the relationship between the concepts of innovative marketing and marketing of innovations with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the development and implementation of marketing strategies that are not limited to the area of innovation. On the other hand, marketing of innovations acts as a more practical component aimed at promoting innovations and innovative products on the market. This article presents a comparative analysis of these concepts, revealing their parallels, differences and synergistic aspects within the framework of promoting goods and services. The study highlights new approaches and strategies that promote the effective use of innovation marketing and marketing of innovations for advertising purposes.
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    ADVERTISING AND INFORMATIONAL ACTIVITIES IN MODERN BUSINESS
    (CEP USM, 2024-11-07) Blagorazumnaya, Olga; Trifonova, Larisa
    Advertising work is an integral part of the commercial and marketing activities of any trading enterprise. In the context of market development and increasing saturation of the consumer market with goods and services, advertising work takes on new significance, characterized by a number of specific features. Understanding and incorporating these features helps to activate the sales process, stimulate the sale of individual products, rationalize customer service processes through the “informational support” of all its components. The power and role of advertising have long been recognized in global business. Primarily, advertising carries information presented in a concise, artistically expressed form, emotionally resonant, and bringing to the consciousness and attention of potential buyers the most important facts and details about products and services. The most common sphere of advertising activity is trade advertising, targeting goods, trading enterprises, and services offered by these enterprises. Advertising serves as a tool to compete for market share against competitors. Simultaneously, by shaping public opinion around specific products, advertising influences the formation of consumer needs. Besides advertising, consumer demand for goods and services is also influenced by the alignment of product offerings with consumer demand, the level of disposable income, and the organization of trade.