Concept Of Marketing Research Articles

Influencer Marketing: A Citation and Co-citation Analysis within Business and Management Domains

Influencer marketing has emerged as a popular approach businesses use to incorporate social influence into their operations and marketing strategies. It seems to be a useful and cost-effective strategy. It ensures a broad reach to highly engaged audiences and is frequently not interpreted by consumers as advertising. Many companies use influencers on social media to market their products to certain audiences. Carryminati, Khusha Kapila, Bhuvan Bam, and Riaz are famous social media influencers. The purpose of this study is to use bibliometric analysis to compile the body of knowledge on influencer marketing in the business and management area from 2018 to 2024. BiblioShiny software was used to analyze 462 papers that were taken out of the Scopus database. This paper conducts citations and co-citations analysis, identifies recent trends, and offers useful background information on influencer marketing. The results show a notable and quick rise (54.5%) in this sector, indicating a noticeable increase in interest. The USA and Hong Kong emerged as leading nations in terms of total citations (3050) and average article citations (107.7), respectively. Social media, Commerce, Marketing, Consumer behavior, perception, and artificial intelligence are the trending topics of influencer marketing research, where artificial intelligence is the latest trend. Lou C (1650) and Yuan S (1335) are the most influential authors in terms of citation. “Journal of Retailing and Consumer Services” is the top source with maximum citations (1943) and articles (37). Various bibliometric studies have been carried out to explore the concept of influencer marketing in general or other specific domains. There is a scarcity of bibliometric research that assesses the influencer marketing literature within the business and management domain or through citation and co-citation analysis. This study addresses this research gap. These findings will have significant implications that can greatly benefit researchers, decision-makers, and professionals in crafting policies. This bibliometric study concludes with limitations, and recommendations for further study.

Training on Optimizing Digital Marketing to Improve Marketing for Micro, Small, and Medium Enterprises (MSMEs) in Mantrijeron District, Yogyakarta

The training activity aimed to provide knowledge and skills on implementing digital marketing. Conducted on Saturday, September 7, 2024, in Mantrijeron District, the training included 40 participants consisting of local MSME actors. The event utilized a combination of lectures and hands-on practice. It began with an opening and introduction to digital marketing, followed by a presentation on the concept of digital marketing, discussions on common challenges faced by MSMEs, explanations of foreign terms related to digital marketing, and concluded with a practical session. As a result, participants acquired valuable insights into digital marketing, and many expressed a desire for assistance with business capital to support their growth in the region.

The role of modern digital marketing in modeling of relationships with consumers of goods and services in virtual markets

Subject. The article considers digital marketing modeling as a tool to increase the size of business and the number of potential customers, reduce advertising costs thus increase overall sales. Objectives. The focus is on underpinning the role of modern digital marketing in customer relationship modeling in virtual markets. Methods. The study employs the systems approach, methods of theoretical generalization, comparison, data grouping, synthesis, concretization, and analysis. Results. We offered our own definition of the concept of digital marketing and established its role in the digital economy, presented a bonus card of communication with consumers in virtual markets, demonstrating the main effects that arise in a virtual environment as a result of relationships between sellers and buyers. Our designed model of managing consumer relations in the virtual market includes the main steps for a company to attract and retain customers. Conclusions. Understanding the needs of the audience, developing effective interaction strategies, data analysis, and optimization enable companies to successfully manage customer relationships and achieve high results in the digital environment.

The Impact of Empathic Marketing on movie Promotion: A Case Study of the Movie Barbie

In movie marketing, the establishment of emotional empathy has always been the key to success. This study explores the concept of empathy marketing and its application in movie marketing, focusing on how Barbie successfully attracts audiences through empathy marketing strategies. Through the case study of the movie Barbie, this study firstly analyzes how empathy marketing stimulates the audience’s interest and clarifies the target audience of Barbie through STP analysis (market segmentation, target market selection, and market positioning). Secondly, this study proposes specific suggestions for applying empathy marketing in the production and promotion stages of the movie. The study shows that empathy marketing can effectively enhance a movie’s marketing effect by capturing the audience’s psychological needs and emotional resonance, expanding the movie’s scope, enhancing word-of-mouth communication, and thus promoting the movie’s successful release. Future research can further explore the specific mechanisms and necessary conditions of empathy marketing and the systematic categorization criteria of the target groups of movie empathy marketing.

Exploration on the Change and Development Trend of Corporate Culture Management in the New Era

The management reform of modern companies shares both common and unique characteristics. Changes in corporate culture management are closely tied to broader trends, with the unique changes characterized by diversification. Corporate culture management reforms in Japan, the United States, Europe, China, and other countries are influenced by their unique cultural heritage and changes. The reform of corporate culture management in various countries and regions in the world today has the following common characteristics: First, they have moved beyond emotional management and entered a stage of rational system management, gradually improving over time. Second, corporate culture management has been elevated to the highest level of corporate management, making it central to business activities. From the perspective that can be seen at present, in the global scope, corporate culture management in various countries and regions shows three development trends: firstly, the increasingly strong modern market concept; The second is to introduce values assessment and deeply embed it into corporate culture; And third, the introduction of artificial intelligence into modern corporate culture management.

Implementasi Strategi Marketing Mix Syariah pada Produk Obu Jamu di CV. Dua Laba Batam dan Manfaatnya

This study aims to investigate the implementation of the sharia marketing mix strategy on CV. Two Profits in Batam City for OBU Jamu products and their benefits for the surrounding community. Using a qualitative approach and case studies, this study involves an in-depth analysis of the sharia marketing strategy implemented by CV. Two Profits, including in the aspects of product, price, distribution, and promotion. The basic concept of sharia marketing and the characteristics of OBU Jamu products are also the focus of this research. Through interviews, observations, and document analysis, this study found that CV. Dua Laba has successfully implemented a sharia marketing strategy on their OBU Jamu products well. Packaging that is in accordance with sharia principles, fair and transparent pricing, distribution through channels that are in accordance with sharia principles, and promotions that prioritize sharia values are integral parts of their marketing strategy. The impact of this implementation is also felt by the surrounding community, including increased awareness of sharia products, local economic empowerment, and positive social and cultural impacts. The results of this study contribute to the understanding of sharia marketing in the context of the herbal medicine industry in Indonesia, as well as provide insights for other companies that want to implement sharia marketing strategies. Practical recommendations are also recommended for CVs. Dua Laba and other stakeholders in optimizing the implementation of sharia marketing strategies on their OBU Jamu products.

The marketing promotion in the pharmacutical sector in Kosovo- case study

The paper addresses the issues that have to do with the use of marketing and give a general overview for the pharmaceutical industry, the main marketing concepts, identify the importance of marketing in promoting sales of pharmacy companies, understand which strands are used to promote sales and satisfy the needs of consumers in terms of improving their health. In addition, the paper elaborates the development of the pharmaceutical sector in Kosovo, the competition between pharmaceutical producers and distributors, the strategies that firms use to promote products and services, increase of quality of medicines, price reduction and other issues. The objective of the paper is to explain how pharmaceutical marketing is carried out by focusing more on the communication and romotional techniques used, to give an overview of the functioning of this sector and to identify the importance of promotion in promoting sales. The methodology used is based on comparative analysis through the use of primary and secondary sources. For analysis purposes, a structured questionnaire was prepared for pharmaceutical products, which was distributed physically to the pharmaceutical workers. Scientific literature, local and international official reports and other relevant sources were also used. The results and findings of the research show that promotion has a significant impact on promoting sales.

MARKETING IN THE SPHERE OF PUBLIC ADMINISTRATION

The article reveals the relevance of using marketing tools in the field of public administration. The concept of «marketing» is analyzed, the approaches of modern scientists to this concept are considered. Today, there are about 2,000 definitions of the concept of «marketing», in which the main tasks, processes and concepts of marketing are reflected in various combinations. A significant impact on the variety of definitions of marketing was made by the variety of points of view on the goals, objectives and content of marketing and marketing activities. Quite often, definitions of marketing are based on concepts of an economic nature (for example, profit maximization, increasing income, market, competitiveness, etc.), on management concepts (planning, regulation, organization, etc.). Emphasis is placed on a large number of derivative concepts of marketing, including «state marketing», «territorial marketing», «regional marketing», etc. It is indicated that marketing in the field of public administration is, first of all, an approach in public administration that puts the satisfaction of consumers and producers of public services in a prominent place, which acts as a specific form of marketing implementation. More specifically, this is the marketing activity of management bodies and/or their representatives who act as producers, consumers or intermediaries (suppliers) in the processes of exchange of goods, services, ideas and other values. The tools of state marketing were proposed, and the results of the use of the tools were analyzed. An analysis of the main types of marketing in the field of public administration was carried out: macro-marketing; direct state marketing; state internet marketing; de-marketing This classification is generally correct, as it takes into account the subject composition and various goals of marketing in the field of public administration. It has been proven that marketing in the field of public administration is based on real mechanisms of market functioning, and is also focused on achieving the maximum social effect from increasing the degree of satisfaction of the needs of the country's population. It is proven that the state uses marketing tools in its policy. However, so far it has a single character, and the use of such tools should be systematic. The application of marketing in the field of public administration and the activities of public bodies can be a means of achieving and increasing the competitiveness of both the national economy and the entire national state.

Research on Marketing Strategies for Optimizing Entertainment Products Using the Internet

Abstract: The rapid development of science and technology has profoundly altered the way people live and consume. As a significant aspect of cultural consumption, the marketing approach to entertainment products has undergone a profound transformation in response to the Internet. The traditional marketing of entertainment products is mainly reliant on the use of television advertisements, newspaper publicity, and other offline activities. Though these methods have achieved notable results over time, their reach and marketing power are constrained, making it challenging to meet the diverse and personalized needs of todays consumers. The paper aims to explore the potential of the Internet and online media to enhance product marketing strategies in the entertainment industry in the digital age. Through a comprehensive analysis of literature reviews, case studies and data studies, this paper explores the concept and current status of online marketing, as well as the application of online marketing in entertainment industries such as movies, music and games, and how existing data analysis can be used to help the modern entertainment industry optimize its existing online marketing strategies. The results show that by rationally applying online marketing strategies and adapting them to local conditions, not only can audience and user engagement be increased, but sales performance and brand image can also be significantly improved.

Development and Validation of an AI Virtual Streamer Scale for Live-Streaming E-Commerce

In recent years, AI virtual streamers (i.e., digital characters with human-like appearances) have become a pervasive e-commerce phenomenon but remain almost unexplored in the literature on e-commerce marketing. The possible reasons for this deficiency are the vagueness of the AI virtual streamer concept and the lack of a measurement tool. Therefore, this study aimed to conceptualize AI virtual streamers and develop an AI virtual streamer characteristic scale through five stages based on social response theory. Following item generation, measurement refinement, exploratory factor analysis, confirmatory factory analysis and nomological validity, a third-dimensional (persona, anthropomorphism, and interactivity) scale with 10 items was established. Empirical results reveal sound measurement qualities in terms of reliability and validity, and demonstrate its unique position in respect to established marketing concepts. The developed scale has managerial implications for designing and applying virtual humans or avatars, such as virtual employees, virtual spokespersons, virtual idols, and virtual guided tours. This tool also enables future research on virtual live streaming, such as virtual destination live streaming, virtual education live streaming, or virtual live concerts.

The Role of Influencer Marketing in Consumer Loyalty Development

The aim of the present study is to evaluate the effectiveness of influencers in cultivating consumer loyalty. With confidence and credibility as subtopics, this paper mainly focuses on two major areas to detect the perception and behavior change among consumers by micro and macro influencers. With the support of qualitative and quantitative data analysis, the research advances the understanding of the use of the influencer credibility to motivate brand loyalty as well as alignment of the chosen influencers values with the commercial brand. Moreover, impractical solutions strategies for employing influencer marketing to enhance consumer revenues and trust for consumer-oriented brands are further as leading tips and hints for marketers who seek to enhance their marketing conception in the digital world. It also covers issues like, credibility of information and the effect of being real in building or tarnishing the reputation of the brands endorsed. This paper highlights the important role of influencer for consumer loyalty and suggests a basis for future research.

MARKETING PRIORITIES OF COMPANIES IN THE INTERNATIONAL PHARMACEUTICAL MARKET

The article presents the current trends in the development of the international pharmaceutical market and systematizes the priority areas for implementing marketing approaches of the leading companies. The purpose of this article is to reveal the marketing priorities of international pharmaceutical companies in the context of global challenges. To study this issue, a set of methods was used, namely: analysis and synthesis, statistical method, process and institutionalist approaches, case study.The results of the study show that the international pharmaceutical market is characterized by a high level of dynamism, preservation of the priority share of economically developed countries in revenue generation, significant influence of regulatory mechanisms at the national and international levels, and active processes of economic competition through mergers and acquisitions. The analysis has shown that the modern concept of pharmaceutical marketing goes far beyond the established narrow interpretation as a set of tools for the production, sale and promotion of a pharmaceutical product and is characterized by a high level of adaptability to the challenges of the global marketing environment of the twenty-first century. The article reveals the focus of marketing of leading companies on such priorities as: scaling up marketing budgets, ensuring synergy between marketing and financial indicators of pharmaceutical companies, modernizing communication strategies by optimizing interaction with key opinion leaders, intensifying multichannel marketing, etc.The theoretical significance of the study is to deepen the concept of international marketing in the context of its individual sectoral manifestations, taking into account the influence of global competition, institutional regulations, and technological progress. The practical value is due to the potential of using local or regional benchmarking for domestic companies participating in the international pharmaceutical market. Prospects for further research are considered in the direction of assessing the mechanisms and effects of the introduction of marketing innovations in the field of international pharmaceuticals.

ЕВОЛЮЦІЯ МАРКЕТИНГОВИХ ТЕХНОЛОГІЙ В КОНТЕКСТІ МАРКЕТИНГУ ТЕРИТОРІЙ ТА РЕГІОНАЛЬНОГО РОЗВИТКУ

The relevance of the article is determined by the need to determine the essence, features and areas of application of special technologies of marketing territories, understanding the importance of matching a set of marketing technologies to a certain marketing concept and the life cycle of the territory, increasing the requirements for the level of professionalism in choosing investment directions in marketing and areas of application of marketing tools in the processes of social economic development of countries, regions, cities, communities. The purpose of the article is to study the evolution of marketing technologies, to deepen their understanding in the context of marketing territories and the need for their effective application in the processes of socio-economic development of regions. The оbject of the study is the evolution of marketing technologies of marketing territories and directions of their application in the socio-economic development of territories. Research methods include desk research, theoretical generalization, system analysis, synthesis, abstract-logical, visualization of results. The research hypothesis was formed based on the importance of territorial marketing, its traditional and innovative marketing technologies (MarTech) for the formation and implementation of strategies for socio-economic development of territories; confirmation of constant renewal and transformation of marketing technologies under the influence of new trends, new means of communication, new consumer culture, new generations of consumers. Presenting main material. The authors justified the definition of marketing technology in the marketing of territories as a set of methods, processes, marketing tools, knowledge, methods, methods, procedures for making and implementing marketing decisions regarding the definition and creation of new values aimed at the formation, support and development of long-term mutually beneficial partnership relations between local self-government bodies and target audiences. It is emphasized that the use of marketing technologies in territorial and public administration faces problems related to the need for a deeper understanding of the specifics of the use of marketing tools in the public sector and local self-government. The article identifies certain key factors contributing to the effective use of marketing technologies to increase the attractiveness of regions for various target audiences. Originality and practical significance. Special attention is paid to the historical evolution of marketing technologies and their transition from traditional methods to modern digital solutions. It is emphasized that the evolution of marketing technologies reflects the general technological progress of society, allowing specialists to constantly improve the efficiency of their activities and interact more deeply with the target audience. The article collects and systematizes recommendations that can serve as a basis for further strategic decisions in the development and management of territorial resources. Conclusions and prospects for further research. Differences in terminological approaches to the definition of marketing technologies testify to their versatility and variety of applications. This requires researchers and practitioners to have a deeper understanding of the directions of integration of marketing technologies into regional development strategies and programs. The use of traditional and innovative marketing technologies allows digital or physical marketing teams of local governments to solve marketing tasks to achieve the goals of socio-economic development. Despite the significant benefits, the application of marketing technologies is accompanied by certain challenges, including compliance with the current marketing concept, further automation and digitalization of marketing, the need for data protection, privacy and risk management. Solving these issues will require additional research and adaptation of marketing innovations to domestic conditions and requirements of the digital and creative economy.

Социально-этический маркетинг как инструмент реализации концепции устойчивого развития социально ответственной организации

The issues of using the concept of sustainable development in the management practice of modern enterprises and organizations focused on development and permanent strategic growth are updated. The indicators of sustainable development of an economic entity in the trinity of economic, social and environmental indicators are presented. It is determined that the concept of socio-ethical marketing implemented by the organization as a tool of a socially responsible organization maximally contributes to achieving the goals of a progressive modern concept. The analysis of the tools of social and ethical marketing of the EFKO Group of Companies (EFKO Group) of the Belgorod region, one of the largest food companies in the Russian Federation, a leader in the fat and oil industry market, guided in its activities by the principles inherent in the concept of sustainable development. The dynamics of the main indicators of the Group's economic activity against the background of permanent investments in the implementation of social and ethical activities is presented. The correlation of the value of social investments (expenses for social and ethical marketing) and the value of sales (revenue) of EFKO Group indicates a close relationship between the analyzed indicators. The profit forecast using the exponential smoothing method against the background of growing social investments and social and ethical activity of EFKO Group proves the expediency (including economic) of implementing social and ethical marketing and defines this toolkit as contributing to the growth of the organization's competitiveness not only through active marketing activities, but also through the formation and maintaining a positive image and business reputation of the company; strengthening the image of a socially oriented employer, which is confirmed by the results of independent comparative studies and assessment of the investment and credit attractiveness of companies in the market.

ANÁLISE DO MARKETING JURÍDICO E DAS RESTRIÇÕES DO CÓDIGO DE ÉTICA DA OAB FRENTE AO MARKETING E A PUBLICIDADE.

The legal landscape is constantly evolving, driven by technological changes that affect all areas, including law. This work aims to present the concepts and foundations of legal marketing, with specific objectives that include outlining the technical standards governing the practice of law; presenting the restrictions related to marketing and advertising in the OAB Code of Ethics; and establishing a comparison between what is permissible and what is not in legal marketing. Legal marketing is an essential strategic tool for lawyers and law firms. This study proposes to examine the rules that govern the practice of law and the marketing restrictions, comparing what is allowed and what is not. Additionally, comparative charts facilitate the visualization of the restrictions outlined in the Code of Ethics. The research is bibliographic and qualitative, supported by a literature review that aims to clarify the concepts of marketing and legal marketing, as well as the technical standards governing the legal profession. Upon concluding this work, the importance of studying the technical standards that regulate the practice of law is emphasized as an effective way to raise awareness and build trust among lawyers regarding how they can ethically and compliantly develop their work.

Маркетинг туризма: инновации и тренды

The modern tourism industry is in constant motion, being influenced by various innovations and trends. Marketing has become a key element of success in this industry, allowing companies to attract more customers and remain competitive. In the rapidly changing world of tourism, it is necessary to constantly monitor the latest technologies and strategies in order to attract the attention of the target audience. Marketing in the tourism industry has undergone significant changes and evolution over the past decades. Since the time when travel companies limited themselves to offline advertising in print media and working with travel agencies, today they are actively using digital marketing strategies and technologies to attract potential customers. From classic advertising branding to data analytics and virtual reality, tourism marketing continues to evolve and adapt to the changing demands of modern travelers. The article analyzes the current trends in the development of tourism marketing: personalization of services; digitalization and use of artificial intelligence in the promotion of tourism products and communications of tourism entities; actualization of socio-ethical concepts of tourism marketing and partnership marketing; a request for tourism safety as one of the strategic directions of state regulation of tourism; a trend towards the development of creative marketing based on an innovative approach and strategy for introducing innovations to the creation and promotion of tourism services. The conclusion is made about the synergetic complementarity of the indicated trends, which make it possible to create and promote fundamentally new travel products and services on the market that are relevant to the goals and values of consumers of travel services.

ФОРМУВАННЯ ПОРТФЕЛЮ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ВІДНОВЛЕННЯ ЕКОНОМІКИ УКРАЇНИ

The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities of enterprises. The most common digital marketing tools are identified. The definition of the term "portfolio of digital marketing tools of the enterprise" is proposed. An algorithm for forming a portfolio of enterprise digital marketing tools has been developed. It was determined that the audit of the enterprise's marketing activity is the foundation for the formation of the enterprise's portfolio of digital marketing tools. It was determined that conducting marketing research will contribute to increasing the accuracy of the planning of the enterprise's anti-crisis marketing program. It is proposed to apply decision-making criteria in conditions of uncertainty and risk when choosing optimal alternatives for achieving the company's marketing goals in the post-war period. It was determined that monitoring the level of rationality of the company's portfolio of digital marketing tools is a necessary condition for controlling the company's marketing activities. The expediency of focusing on a proactive strategy in the implementation of marketing activities has been investigated. It has been studied that in recent years the tools of digital marketing have been constantly improved and this allows it to be considered as an opportunity to spend the marketing budget of enterprises more rationally. The portfolio of digital marketing tools can include content marketing, SEO, contextual and targeted advertising, advertising in social networks, e-mail marketing, influencer marketing, lead generation, complex analytics, viral marketing.

ЗАЛУЧЕННЯ ІНВЕСТОРІВ У ТЕРИТОРІАЛЬНОМУ МАРКЕТИНГУ

In the conditions of economic instability caused by the spread of the COVID-19 pandemic and military actions by the russian federation on our territory, local government authorities feel the impact of the "belt-tightening" strategy implemented by the central government. Faced with their own financial difficulties, the center reduces transfers, which were previously the main source of funds for supporting infrastructure and overall urban development. Therefore, territorial bodies aspiring to development must actively work on creating a positive image of their territory to diversify sources of capital and attract new investors. In this context, territorial marketing to attract investors is promotion (advertising). In turn, promotion is the fourth element of the implementation of territorial marketing, but it requires utilizing the entire marketing mix (the "4P" concept). When considering the first element of the implementation of territorial marketing, it is worth mentioning that many regions of our country can offer themselves to investors through so-called territories with preferential investment regimes. Thus, the task of forming the "territory for the investor" product will include two main components: the territory as a whole and territories with special regimes. To conduct pricing effectively, it is necessary to have a good understanding of investment projects and possess up-to-date information about the market. "Place" - location or placement - is the most complex and difficult concept in territorial marketing. While the placement of the territory cannot be controlled, the flow of resources passing through this territory, forming growth points, can be managed. Certainly, in business, promotion and advertising activities are more technologically advanced than in the public sector, but this is quite natural. There will be no significant differences because attracting a professional from the advertising market for government or local self-government is easier than a marketer working with the strategic block. However, if private practices and techniques are quite successful, more conceptual issues of promotion significantly lag behind. As in business, in territorial product management, it is advisable to use all available means, even if it is a small budget for advertising and a few exhibitions per year. However, marketing of territorial products, especially in attracting investors, is a complex task that is effectively solved comprehensively and sequentially, guided by the marketing mix.

ПАРАДИГМА ЦИФРОВОГО МАРКЕТИНГУ

The article is devoted to the analysis of features and essence of digital marketing, and in particular the content of the modern paradigm of digital marketing. The interpretation of the concepts of digitalization (there is a process of application of digital, information and communication technologies and information on income, improvement of entrepreneurial activity, transformation of business processes, formation of the digital business environment, digitization of possible procedures and operations, etc.) and digital marketing (a set of marketing actions of the modern world. At the same time, digital marketing is a dual phenomenon, as it has a hybrid character: a certain share of functions is implemented online, and the rest - in an offline environment). The content of the modern paradigm of digital marketing is clarified - a set of ways and tools for promoting services or goods in markets using various technologies. The main advantages of digital marketing are allocated: interactivity in attracting consumers for active interaction with business structures, elimination of territorial restrictions in the implementation of the marketing goal, facilitating access to the Internet resources of the enterprise, opportunities to assess the effectiveness of marketing mechanisms and activities, use of marketing in management activities in real time. The main components of digital marketing are defined: content - chats, blogs, research, electronic newsletters, publications, electronic manuals, social networks, copies of sales pages, SEO; design - photos, images of content, diagrams, videos, infographics; statistics - leading performance indicators, analytics, conversion channels, etc.

Correlation of the concepts innovative marketing and marketing of innovations in the context of promotion of goods and services

This article analyzes the relationship between the concepts of innovative marketing and marketing of innovations with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the development and implementation of marketing strategies that are not limited to the area of innovation. On the other hand, marketing of innovations acts as a more practical component aimed at promoting innovations and innovative products on the market. This article presents a comparative analysis of these concepts, revealing their parallels, differences and synergistic aspects within the framework of promoting goods and services. The study highlights new approaches and strategies that promote the effective use of innovation marketing and marketing of innovations for advertising purposes