THE RATIONALE OF THE CONCEPT OF INTERACTIVE TELEVISION MARKETING
https://doi.org/10.18384/2224-0209-2012-4-573
Abstract
The article gives grounds of the concept of marketing a new vector of communication
services - interactive television. The analysis of the literature has confi rmed the fact that
the theoretical basis of the problem discussed is not enough developed. The author offers
to consider the interactive services marketing as a set of three areas: service marketing,
new product marketing and e-marketing. To organize an operators marketing activity the
author suggests the use of appropriate tools. The proposed concept takes into consideration
the two-component origin of the retail offer, which consists of the content and services. The
author states that it also takes into consideration the process of obtaining reliable data on
services consumption, which in combination defi nes the effi cient strategy for service development.
services - interactive television. The analysis of the literature has confi rmed the fact that
the theoretical basis of the problem discussed is not enough developed. The author offers
to consider the interactive services marketing as a set of three areas: service marketing,
new product marketing and e-marketing. To organize an operators marketing activity the
author suggests the use of appropriate tools. The proposed concept takes into consideration
the two-component origin of the retail offer, which consists of the content and services. The
author states that it also takes into consideration the process of obtaining reliable data on
services consumption, which in combination defi nes the effi cient strategy for service development.
References
1. Ваулина Е.Ю. Мой компьютер. Толковый словарь. - М.: Эксмо, 2003. - 496 с.
2. Годин А.М. Маркетинг: Учебник. - 7-е изд., перераб. и доп. - М.: Издательско-торго- вая корпорация «Дашков и Ко», 2009. - 652 с.
3. Елисеев Игорь: Так ли страшен кризис операторам? // Сети. - 2009. - № 5.
4. Лавлок Кристофер. Маркетинг услуг: персонал, технология, стратегия. - 4-е изд.: пер. с анг. - М.: Издательский дом «Вильямс», 2005. - 1008 с.
5. Мальковская Я.Н. Развитие маркетинга телевизионных услуг: Региональный аспект: Дис. … канд. экон. наук - М., 2011 - 176 с.
6. Маркетинг: Учебное пособие / Под ред. проф. И.М. Синяевой. - М.: ИНФРА-М, 2011. - 384 с.
7. Побезникова Е.В. Взаимодействие с телезрителем: Эволюция, принципы и модели ин- терактивного телевидения: Автореф. дис. … канд. фил. наук.: - М., 2010. - 23 с.
8. Полуэхтова Ирина. Люди все реже смотрят новости // Известия. - 2007. - 19 июля.
9. Chaffey D. What's New in Marketing // CIM's. - 2004. - № 9. - Р. 23-29.
10. Raymond P. Fisk, Stephen J. Grove, Joby John. Interactive Services Marketing - South- Western College Pub; 2nd edition, 2003. - 304 p.
11. Уланова М.А. Значение слова "интерактивный" [Электронный ресурс]. - URL: http:// www.inetprofy.ru/component/content/article/8-2009-07-23-15-44-29/48-qq- (дата обра- щения: 20.03.2012).
Review
Views:
152
Email this article 