| dc.contributor.author | Krupenna, Inga | |
| dc.contributor.author | Budnikevich, Iryna | |
| dc.contributor.author | Cherdantseva, Irуna | |
| dc.date.accessioned | 2022-01-21T08:55:33Z | |
| dc.date.available | 2022-01-21T08:55:33Z | |
| dc.date.issued | 2020 | |
| dc.identifier.citation | Буднікевич І.М., Черданцева І.Г., Крупенна І.А. Інноваційні інструменти маркетингових досліджень в маркетинговій товарній та комунікаційній політиці торговельних закладів. Економіка та право. 2020. № 2(57). С. 64-76. | uk_UA |
| dc.identifier.issn | 2523-4838 | |
| dc.identifier.uri | https://archer.chnu.edu.ua/xmlui/handle/123456789/3397 | |
| dc.description.abstract | The article considers the directions of application of innovative tools of marketing research in the processes of formation of marketing commodity and communication policy of trade establishments. The options for companies to
use artificial intelligence tools and in-depth site analysis in the marketing commodity and communication policy of
FMCG market players are generalized. Prospects, advantages and problems of using Big Data Analysis as an innovation of marketing research in the field of retail are outlined. Areas of marketing innovations in FMCG are structured
based on the application of big data. It is noted that the management of leading companies in the field of food retail
should pay attention to the available budget information technologies Big Data and ensure their quality implementation
in the system of marketing communications. The tasks that Big Data Analysis technology is able to solve in the processes of formation and implementation of marketing commodity and communication policy of local and regional
retail chains, other retail business operators are identified. It has been proven that Big Data in itself does not give any
compe titive advantage and only its proper use can give the marketing of the retail network an understanding of how to act
properly. Some data collection tools that are most effective in offline retail, online retail are considered. The directions
of search of decisions on development of actions on overcoming of consequences of corona crisis by the analytical
tools which can adjust a commodity and communication policy of trade establishments are defined. | uk_UA |
| dc.description.sponsorship | Кафедра маркетингу, інновацій та регіонального розвитку | uk_UA |
| dc.language.iso | other | uk_UA |
| dc.publisher | Економіка та право | uk_UA |
| dc.subject | маркетингові дослідження | uk_UA |
| dc.subject | маркетингові інновації | uk_UA |
| dc.subject | маркетингова товарна політика | uk_UA |
| dc.subject | Big Data Analysis | uk_UA |
| dc.subject | маркетингова комунікаційна політика | uk_UA |
| dc.subject | технології штучного інтелекту | uk_UA |
| dc.subject | ритейл | uk_UA |
| dc.title | Інноваційні інструменти маркетингових досліджень в маркетинговій товарній та комунікаційній політиці торговельних закладів | uk_UA |
| dc.title.alternative | INNOVATIVE TOOLS OF MARKETING RESEARCH IN MARKETING COMMODITY AND COMMUNICATION POLICY OF TRADE ESTABLISHMENTS | uk_UA |
| dc.type | Article | uk_UA |
