LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY
The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing...
Guardado en:
| Autores principales: | , |
|---|---|
| Formato: | article |
| Lenguaje: | RU |
| Publicado: |
Publishing House of the State University of Management
2016
|
| Materias: | |
| Acceso en línea: | https://doaj.org/article/76eb186df6804483a0e28a956668f960 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| id |
oai:doaj.org-article:76eb186df6804483a0e28a956668f960 |
|---|---|
| record_format |
dspace |
| spelling |
oai:doaj.org-article:76eb186df6804483a0e28a956668f9602021-12-03T07:43:16ZLATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY1816-42772686-8415https://doaj.org/article/76eb186df6804483a0e28a956668f9602016-04-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/161https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing gap and establishment of communication or elimination of a gap. New application of a product or creation of new market category can become the end result of lateral marketing.N. ZemlyanskayaN. KazakovaPublishing House of the State University of Managementarticleлатеральный маркетингструктура латерального маркетингарезультат латерального маркетингаSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 4, Pp 58-60 (2016) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
RU |
| topic |
латеральный маркетинг структура латерального маркетинга результат латерального маркетинга Sociology (General) HM401-1281 Economics as a science HB71-74 |
| spellingShingle |
латеральный маркетинг структура латерального маркетинга результат латерального маркетинга Sociology (General) HM401-1281 Economics as a science HB71-74 N. Zemlyanskaya N. Kazakova LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| description |
The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing gap and establishment of communication or elimination of a gap. New application of a product or creation of new market category can become the end result of lateral marketing. |
| format |
article |
| author |
N. Zemlyanskaya N. Kazakova |
| author_facet |
N. Zemlyanskaya N. Kazakova |
| author_sort |
N. Zemlyanskaya |
| title |
LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_short |
LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_full |
LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_fullStr |
LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_full_unstemmed |
LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_sort |
lateral marketing as instrument of creation of new commodity category |
| publisher |
Publishing House of the State University of Management |
| publishDate |
2016 |
| url |
https://doaj.org/article/76eb186df6804483a0e28a956668f960 |
| work_keys_str_mv |
AT nzemlyanskaya lateralmarketingasinstrumentofcreationofnewcommoditycategory AT nkazakova lateralmarketingasinstrumentofcreationofnewcommoditycategory AT lateralmarketingasinstrumentofcreationofnewcommoditycategory |
| _version_ |
1718373818531053568 |