List of publications on a keyword: «marketing technologies»

[08.00.00] Экономические науки

Publication date: 18.05.2018
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Mariya L. Bacherikova , аспирант
School of Economics and Management FSFEI of HE “Far Eastern Federal University” , Приморский край

«Justification of marketing technologies choice for formation of favorable image of the territory with the interests of consumers (on the example of Primorsky Krai)»

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The article presents the rationale for marketing technologies choice to create a favorable image of the territory, taking into account the interests of consumers. Evaluation of marketing technologies influence on consumer behavior was carried out on the basis of correlation-regression analysis of indicators of perceived intensity of using specific marketing tools and technologies, and indicators characterizing territorial image, territorial product quality, resident consumers' satisfaction with territorial product, territorial product attractiveness for non-resident consumers, and consumers' loyalty to the territory. At each stage of favorable territorial image forming process based on marketing technologies, some marketing tools and technologies may be planned together for some consumer groups. The study revealed the possibility of involving consumers in the joint creation of value and formation of a favorable territorial image, which in turn will help to prevent and resolve conflicts of their interests, increase their satisfaction with the territorial product and their loyalty to the territory.