APPLICATION OF PRINCIPLES OF ‘VIRAL’ MARKETING IN MANAGEMENT OF ENTERPRISE OF FUEL MARKET

The principles of ‘viral' marketing as a new concept in economics are analyzed in the article. Enterprises use the ‘viral' principles to maximize the spread of information, giving it ‘contagious' qualities. The specificity of the use of ‘viral' marketing technique in the management of enterprises of the fuel industry in the current conditions of the transition economy of Ukraine is determined. The use of these principles in the fuel market of Ukraine is explored. The formation and creation of a ‘viral' methodology in the management of the company, which occupies a leading position in the market of energy sources on the territory of Ukraine, are considered. Six major aspects of effect on the target audience of the brand are identified. The emphasis is on such concepts as ‘social currency', ‘triggers', ‘emotions', ‘public', ‘practical value', and ‘stories'. The structural elements, which, on the one hand, stimulate the development of an enterprise, providing it a competitive position in the market, and, on the other hand, have the ability to spread independently among potential consumers of products, are characterized. A set of principles that are laid down in the management system of the enterprise, activating at the same time the effect on the consumer, is proposed. The expediency of further use of the ‘viral' principles in order to promote highly specialized products and brand in general is grounded.