INNOVATIVE APPROACH TO MANAGEMENT OF PRODUCT PROMOTION SYSTEM
Kondrasheva Natal'ya Nikolaevna, Kurashova Svetlana Aleksandrovna
"MATI" - Russian State Technological University
Abstract. The article reveals the essence of innovative approach to marketing communications system formation, defines the notion of lateral marketing as the modern process of creative ideas search and development for the purpose of meeting new requirements that haven’t been previously considered. The authors’ attention is focused on the use of lateral marketing methodology for the formation of the effective communicative policy of the particular enterprise.
Key words and phrases: инновация, продвижение продукции, коммуникативная политика, латеральный маркетинг, интегрированные маркетинговые коммуникации, innovations, production promotion, communicative policy, lateral marketing, integrated marketing communications
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Русский
