Исследование маркетинговых коммуникаций крупнейших рекламодателей в России
In Conference Proceedings "Advertising vector" includes articles of young scientists and specialists, students, teachers and practitioners of communication business. submissions contained analysis of a wide range of issues related to the development of marketing communications
The article analyzes and summarizes the results of research carried out by the author during several years, and revealing the problem of the connection between personal identity and communication to the next level - the impact on the identity of the new communication technologies. Under the new communication technologies we define all technically mediated communication methods. This article focuses on Internet communication and marketing communication technologies - the formation of the image, a brand as means of communication and the impact on the consumer. General conclusion is that the new communicative reality contributes to the appearance of certain features of identity.
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to enhance brand equity and maximize CLV. The analysis is based on data from a hardware components PC B2B company and suggests that there is a potential for achieving a variety of long term goals when managers design resource allocation rules that maximize CLV. Marketing managers can use results of this study to guide their distribution decision so the effectively and efficiently reduce the costs associated with customer acquisition, enhance customer retention and increase customer profitability with marketing related activities.