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Communication strategy of a new brand in the publishing market

Marketing Management
Communication strategy of a new brand in the publishing market

Авторы

Федюнин Дмитрий Валерьевич
Доктор экономических наук, профессор кафедры рекламы, связей с общественностью и дизайна
Россия, Российский экономический университет имени Г.В. Плеханова
Лочан Сергей Александрович
Доктор экономических наук, профессор кафедры рекламы, связей с общественностью и дизайна
Россия, Российский экономический университет имени Г.В. Плеханова
Безпалов Валерий Васильевич
Доктор экономических наук, профессор кафедры рекламы, связей с общественностью и дизайна
Россия, Российский экономический университет имени Г.В. Плеханова
Valerib1@yandex.ru

Аннотация

In the face of the drastic changes that the book market is currently undergoing, there is a growing need to stand out from the competition through properly structured marketing communications. In modern conditions, it becomes especially important for enterprises to find effective ways, methods and channels for promoting goods and services to the market. The solution of various market issues involves a strategic and systematic approach. Brand launch, coverage of new market segments, rebranding or other strategic decisions define the specifics of the brand's interaction with the consumer. A well-formed communication strategy allows you to ensure a stable and effective activity to generate demand and promote goods and services to the market in order to meet the needs of customers and make a profit.

Ключевые слова

integrated marketing communications, strategic approach, system approach, market segmentation, rebranding, communication strategy, promotion

Рекомендуемая ссылка

Федюнин Дмитрий Валерьевич, Лочан Сергей Александрович, Безпалов Валерий Васильевич. Communication strategy of a new brand in the publishing market // Современные технологии управления. ISSN 2226-9339. — #1 (94). Номер статьи: 9408. Дата публикации: 29.03.2021. Режим доступа: https://sovman.ru/en/article/9408/

Authors

Fedyunin Dmitriy Valeryevich
Doctor of Economics, Professor of the Department of Advertising, Public Relations and Design
Russia, Russian Economic University named after G.V. Plekhanov
Lochan Sergey Aleksandrovich
Doctor of Economics, Professor of the Department of Advertising, Public Relations and Design
Russia, Russian Economic University named after G.V. Plekhanov
Bezpalov Valeriy Vasilyevich
Doctor of Economics, Professor of the Department of Advertising, Public Relations and Design
Russia, Russian Economic University named after G.V. Plekhanov
Valerib1@yandex.ru

Abstract

Keywords

Suggested citation

Fedyunin Dmitriy Valeryevich, Lochan Sergey Aleksandrovich, Bezpalov Valeriy Vasilyevich. // Modern Management Technology. ISSN 2226-9339. — #1 (94). Art. #  9408. Date issued: 29.03.2021. Available at: https://sovman.ru/en/article/9408/

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