Создание системы маркетинговых коммуникаций на основе BTL-мероприятий [Articol]
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Universitatea de Stat din Moldova
Abstract
In the context of information overload and declining effectiveness of traditional advertising, BTL tools play an increasingly significant role in marketing strategy. This article explores the development of a communication system based on BTL events to promote the educational VR platform «Lectio». The study is grounded in an analysis of SRL «BrosWeb» an IT company, and includes both theoretical insights and a practical solution: a demonstration booth for engaging users and showcasing the product.
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ЯКОВЛЕВА, Оксана. Создание системы маркетинговых коммуникаций на основе BTL-мероприятий. In: UNIVERSITATEA DE STAT DIN MOLDOVA (USM). Analele ştiinţifice ale Universităţii de Stat din Moldova. Seria „Lucrări studenţeşti”. Ştiinţe exacte. Științe economice, ediția 2025. Chişinău: Editura USM, 2026. pp. 189-191. ISBN 978-9975-77-581-6 (PDF).