| Issue |
SHS Web Conf.
Volume 67, 2019
Fifteenth Scientific and Practical International Conference “International Transport Infrastructure, Industrial Centers and Corporate Logistics” (NTI-UkrSURT 2019)
|
|
|---|---|---|
| Article Number | 04013 | |
| Number of page(s) | 6 | |
| Section | Transport Management and Marketing | |
| DOI | https://doi.org/10.1051/shsconf/20196704013 | |
| Published online | 15 October 2019 | |
Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex
1 Ukrainian State University of Railway Transport, Department of Marketing, Feierbakh Square 7, 61050, Kharkiv, Ukraine
2 Ukrainian State University of Railway Transport, Department of Economic Theory and Law, Feierbakh Square 7, 61050, Kharkiv, Ukraine
* Corresponding author: alenasvl3@gmail.com
The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techniques. It also touches a need to implement on-line neuromarketing tools.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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