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Bulletin of the MRSU / Section "Economy" / 2012 № 4.

 

Yashenkova N.A.

THE RATIONALE OF THE CONCEPT OF INTERACTIVE TELEVISION MARKETING // Bulletin of the Moscow Regional State University (electronic journal) [Bulletin of the Moscow Regional State University (electronic journal)]. 2012. no. 4. pp. 275-285.


UDC Index: 339.138

Date of publication:

The full text of the article

Downloads count Downloads count: 23

Abstract


The article gives grounds of the concept of marketing a new vector of communication services - interactive television. The analysis of the literature has confirmed the fact that the theoretical basis of the problem discussed is not enough developed. The author offers to consider the interactive services marketing as a set of three areas: service marketing, new product marketing and e-marketing. To organize an operator's marketing activity the author suggests the use of appropriate tools. The proposed concept takes into consideration the two-component origin of the retail offer, which consists of the content and services. The author states that it also takes into consideration the process of obtaining reliable data on services consumption, which in combination defines the efficient strategy for service development.

Key words


service marketing, concept, e-marketing, new product marketing, interactive television

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