Formation of marketing communications of industrial enterprises to advance innovation goods on the basis of consumer demand individualizationJournal: Economics Bulletin of The National Mining University (Vol.45, No. 45)
Publication Date: 2014-02-03
Authors : Reshetilova T. B.; Nikolaeva V. K.;
Page : 169-176
Keywords : marketing communication channel; innovation good; industrial market;
The essence of customized demand for the innovative technically complex products on the industrial markets is discovered, the necessity and feasibility of using this objective law as a base of personalized marketing communications is justified. The definition of communication channel with the feedback is specifies and build on this the structure formation model based on the dominant motive of innovative consumer choice is proposed.
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