Marketing Communication And Interaction Systems For Small Businesses

Evgeniya V. Kazanskaya
2020 unpublished
The paper is devoted to the study of small businesses marketing strategy in the building insulation services market. Responsible marketing of a small business should contribute to the creation of a number of new market segments and the formation of positive trends in service consumption. The strategy of marketing communications of a small enterprise in the field of insulation services assumes that all participants in the process of insulation perceive certain mutual benefits. A number of
more » ... A number of factors of the marketing system and the interaction of market parties are of scientific interest. The authors have identified a trend in the development of demand for insulation in various regions of Russia. The research was carried out in accordance with the methodology that allows small and medium-sized enterprises in the Russian Federation to use the results of the research in the processes of forecasting, forming and developing regional markets for building insulation. Socially responsible marketing uses mutual interest of the market parties, advertising on the Internet and social networks, Hunt's recognition ladder, while constantly evaluating the effectiveness of marketing activities. This requires effective advertising, an adequate situational choice of marketing communication tools and a method for evaluating the effectiveness of marketing activities. Based on the research data, the company selected a comprehensive marketing strategy, which allowed creating new market segments in various regions of the Russian Federation.
doi:10.15405/epsbs.2020.12.03.74 fatcat:kmqqgsiiurgrnl6je2majtdhse