文章基本信息

标题：The features of anticipative marketing in the process of products promotion
本地全文：下载
作者：Yevhen Krykavskyy ; Oleksij Kuryliak ; Nazar Fihun 等
期刊名称：Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej
印刷版ISSN：2543-9103
电子版ISSN：2543-411X
出版年度：2020
卷号：24
期号：2
页码：15-21
DOI：10.5604/01.3001.0014.3307
语种：English
出版社：Bielsko-Biała School of Finance and Law
摘要：Analyzed the main features of anticipative marketing in the process of products promotion. Depicted the role of mass individualization in the process of customer needs satisfaction. Structured the process of individualization of marketing efforts. Listed a benefits from the introduction of individualization systems of marketing offers. Argued the reason of increasing demand to anticipative marketing approaches. Mentioned the main problematic issues regarding implementation of anticipative marketing into the enterprises marketing management. Highlighted the main requirements for creation of customer profile in the process of anticipative marketing implementation. Compared the main differences between traditional marketing and anticipative marketing. Depicted the algorithm of identification main areas of customer profile improvement in the process of anticipative marketing implementation. Named the main components of anticipative marketing process implementation which includes main cognitive data sources of customer profile creation. Discussed main approaches of anticipative marketing.
关键词：anticipative marketing;cognitive data;mass individualization;marketing efforts;customer profiles