Communication strategy of a new brand in the publishing market

Authors


Doctor of Economics, Professor of the Department of Advertising, Public Relations and Design
Russia, Russian Economic University named after G.V. Plekhanov


Doctor of Economics, Professor of the Department of Advertising, Public Relations and Design
Russia, Russian Economic University named after G.V. Plekhanov


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

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.

Keywords

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

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Fedyunin Dmitriy Valeryevich , Lochan Sergey Aleksandrovich , Bezpalov Valeriy Vasilyevich
Communication strategy of a new brand in the publishing market// Modern Management Technology. ISSN 2226-9339. – #1 (94). Art. # 9408. Date issued: . Available at: https://sovman.ru/en/article/9408/

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