SHS Web of Conferences (Jan 2019)

Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex

  • Syvolovska Olena,
  • Neskuba Tetiana,
  • Aleksandrova Olena,
  • Mkrtychyan Olena

DOI
https://doi.org/10.1051/shsconf/20196704013
Journal volume & issue
Vol. 67
p. 04013

Abstract

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The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techniques. It also touches a need to implement on-line neuromarketing tools.