Chapter 8 Practical aspects of marketing models while entering into an innovations market............................................................................. 120 8.1. Marketing model structure while entering into innovations market .... 120
8.2. Assessing of innovation potential and innovation activity...................
123
8.3. Marketing innovations within the theory of hedonism……………….. 127
8.4. Consumer behavior management in introducing the innovations……. 133
Questions for control and discussion
136
Chapter 9 Decision making in the delivery of innovative product to consumers……………………………………………………………. 137 9.1. Methods of innovative product promotion..........................................
137
9.2. Channels of innovation promotion in the market of consumer
goods..................................................................................................... 145
9.3. Face-to-face communications with consumers while promoting the
innovation.............................................................................................
152
9.4. Advertisement and analysis of its efficiency......................................... 153
Questions for control and discussion
156
Multiple-choice questions.................................................................... 157 Glossariy 183
The list of references............................................................................ 187
8
ОГЛАВЛЕНИЕ Введение................................................................................................ 10 Глава 1. Теоретические основы формирования маркетинга в условиях
