MARKETING COMMUNICATIONS IN THE INDUSTRIAL MARKET: PROBLEMS AND SOLUTIONS
The relevance of this topic is related to the specifics of communication activities in the industrial market and the search for solutions to improve its effectiveness. The study reflects the content aspects of the communication tools of industrial market entities. The purpose of the study is to identify the most effective tools for industrial communications from personal sales, direct marketing, sales promotion, and exhibition activities. The potential of the exhibition as a tool for expanding the clients amount and maintaining a stable positive image was revealed. The issues of planning participation in the exhibition in the form of an algorithm of actions are considered. Methods of evaluating the communication effect of participation in the exhibition are suggested.
Keywords: marketing, industrial marketing, communication activities, exhibitions, personal sales, direct marketing, communication effect.
Highlights:
♦ the features of communication activities in the industrial market are revealed;
♦ the most important tools for marketing communications are identified;
♦ methods for determining the effect of communication activities are summarized;
♦ recommendations on the organization of exhibition activities for industrial market participants are offered.
Larisa K. Kirillova, Candidate of Economics, Associate Professor of the Department of Marketing, Logistics and Advertising at Samara State University of Economics.