Using modern information technologies in product promotion

Abstract

The authors study the issues of integrating modern information computer technologies into marketing processes of the company and into the system of product promotion. Theoretical analysis and generalization of the notion “strategy of promotion” are performed, and peculiarities of development of this notion in information society in the conditions of usage of information and compute technologies are determined. Mobility of the category “marketing mix” is confirmed – especially, in view of quick development of modern technologies and society. Evolution of the components of marketing complex and peculiarities of its component structure in the service sphere and Internet communications are studied. The set of marketing technologies and innovational marketing solutions, based on overtaking development of information and computer technologies, for the elements of marketing mix as to services is determined. The complex character of application of marketing technologies within TTL advertising and simultaneous work of innovational marketing technologies for several components of marketing mix – in particular, product promotion – are substantiated. Description of a range of innovational marketing technologies in the retail sphere is provided, and peculiar information and computer solutions are studied