Коммуникативные стратегии, повышающие эффективность управления поведением клиентов: значение качества продукции, вирусного маркетинга и клиентского опыта

С. 284–290.

Gaponova N., Gaponova O.

The paper considers the issues of forming a new concept of communication in marketing – impression marketing, which has been developed within the framework of the impression economy. This concept is based on the assertion that the purchase of goods or services is accompanied by the creation of impressions from the acquisition process itself. Impression marketing, as a strategy for communication management of customer behavior, is formed at the intersection of research in the field of advertising, event marketing and communication theory in general. The paper presents the relationship between the effectiveness of customer behavior management and such elements of the experience marketing concept as product quality, the use of viral marketing and the presence of customer experience.

Keywords: вирусный маркетинг, коммуникации, маркетинг впечатлений, событийный маркетинг, Viral marketing, communications, customer behavior management, event marketing, marketing concept, experience marketing, service promotion, концепция маркетинга, продвижение услуг, управление поведением клиента

In book

Эффективное управление: новые возможности и потенциальные угрозы

М.: ООО «Российское общество социологов», 2024.