BUSINESS INFORM №12-2015

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53

Section: Management and Marketing
UDC 339.13, 339.17
Malovychko S. V.
Advertising Strategies for Entering the E-Commerce Market of Personalized Products (p. 355 - 362)
The article is aimed at determining advertising strategies for entering the e-commerce market of personalized products. A model of using tools of marketing communications in accordance with the strategic decisions of the FCB matrix (Foote Cone & Belding) has been determined. On the basis of the matrix of strategies in the public relations sphere depending on the phase of public opinion, appropriate strategies for individual personalized products have been identified. The article proposes the developed program of strategic changes (structured in terms of adaptive and proactive events) and a media plan for promoting individual personalized products on the market of electronic commerce. Non-conventional kinds of marketing communications to promote individual personalized products have been recommended for the consumer market of Ukraine.
Keywords: e-commerce, e-market, advertising strategies, personalized products
Fig.: 5. Tabl.: 3. Bibl.: 21.

Malovychko Svitlana V. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing and Management, Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky (16 Tramvaina Str., Kryvyi Rih, Dnipropetrovsk region, 50005, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Malovychko, Svitlana V. (2015) “Advertising Strategies for Entering the E-Commerce Market of Personalized Products.” Business Inform 12:355–362.

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