Випуск: № 12/1, 2021
Doi: https://doi.org/10.37634/efp.2021.12(1).4
У статті досліджено генезис комплексу маркетингу, виявлено причини трансформаційних змін в їх хронологічній послідовності, сутність і глибина перетворень елементів комплексу маркетингу. Доведено недоцільність пошуку нової парадигми комплексу маркетингу та одночасного застосування кількох його моделей. Розглянуто ключові аспекти трансформації комплексу «4P» в комплекс «4C» в умовах «маркетингу 4.0». Виявлено визначальну відмінність «маркетингу 4.0» від його попередніх версій, подано авторський варіант сутності «маркетингу 4.0». Визначено, які аспекти та елементи здатні й повинні враховувати особливості залізничної галузі й послуг, що носять багатокомпонентний та складний характер.
Ключові слова : комплекс маркетингу, концепція маркетингу, залізничний пасажирський транспорт, елементи комплексу маркетингу, спільноти споживачів
References:
1. Allen E., Fjermestad J. E-Commerce Marketing Strategies: An Integrated Framework and Case Analysis. Logistics Information Management. 2001. № 14 (1/2). pp. 14–23.
2. Bhatt G., Emdad A.F. An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management. 2001. № 14 (1/2). pp. 78–85.
3. Moller K.E. Comment on: The Marketing Mix Revisited: Towards the 21st Century Marketing by E. Constantinides. Journal of Marketing; Management. № 22 (3). 2006. pp. 439–450.
4. Peattie K. The Marketing Mix in the Third Age of Computing. Marketing Intelligence & Planning. 1997. № 15 (3). pp. 142–150.
5. Internet Commerce: Digital Models for Business / J. Lawrence et al. Brisbane, Australia : John Wiley & Sons, 2000.
6. Popovic D. Modelling the marketing of high-tech start-ups. Journal of Targeting. Measurement and Analysis for Marketing. 2006. № 14 (3). pp. 260–276.
7. Schultz D.E. Marketers: Bid Farewell to Strategy Based on Old 4Ps. Marketing News. 2001. № 35 (2). P. 7.
8. Levitt Th. The Globalization of Markets. Harvard Business Review. 1983. May-June. pp. 92–102.
9. Melnik T.S. The need to take into account the specifics of transport services to achieve the satisfaction of railway passengers. WORLD SCIENCE. Multidisciplinary Scientific Edition. April 2018. № 4 (32). Vol. 6. pp. 62–66. (in Ukrainian).
10. Lauterborn R. New Marketing Litany: 4P Passes, C-Words Take Over. Advertising Age. 1990. October 1. p. 26.
11. Dzhobber D. Marketing principles and practice: [textbook manual]. Moscow: Vilyams, 2000. 679 p. (in Russian).
12. Schmitt B. Experiential marketing. Journal of Marketing Management. 1999. № 15. pp. 53–67.
13. Schultz Don E. Kitchen, Philip J. Communicating Globally. Beijing: China Financial & Economic Publishing House, 2004. 287 p.
14. Shults D.E. Integrated Marketing Communications in US Advertising Agencies: An Experimental Study. Journal of Advertising Research. 1997. Vol. 37. № 5. pp. 7–18. (in Russian).
15. Ettenberg E. “4R” – The Next Economy. Cahners Business Information: McGraw-Hill, 2001. 256 p.
16. Chekitan S., DevandDon E. Schultz In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century. Marketing Management. 2005. № 14 (1). pp. 16–22.
17. Awareness. Thematic portal «Marketer's Notes». URL: http://www.marketch.ru/marketing_dictionary/o/awareness (in Russian).
18. Lyadskiy I. Marketing 4.0. Ukrainian realities. Marketing and Advertising. 2020. № 5 (284). pp. 14–16. (in Ukrainian).
19. Prakhalad K.K., Ramasvami V. The future of competition. Creating unique value together with customers. Kyiv: Oleksiy Kapusta Publishing House (««Standard» Agency» subdivision), 2005. 258 p. (in Ukrainian).
20. Lieberman M. Has Revenue Growth Stalled? Jump-Start Growth By Focusing On Your Prospects’ Buyer Journeys. 2021. August 23. URL: https://www.square2marketing.com/blog/has-revenue-growth-stalled-jump-start-growth-by-focusing-on-your-prospects-buyer-journeys
21. Li J., Yu H. An Innovative Marketing Model Based on AIDA: A Case from E-bank Campus-marketing by China Construction Bank. iBusiness. 2013. Vol. 5. № 3. pp. 47–51.
22. Pashootanizadeh M., Khalilian S. Application of the AIDA model: Measuring the effectiveness of television programs in encouraging teenagers to use public libraries. Information and Learning Science. 2018. Vol. 119.№ 11. pp. 635–651.
23. Kotler F., Kartalzhaya Kh., Setivan A. Marketing 4.0. The U-turn from Traditional to Digital: Internet Promotion Technologies. Moscow: Eksmo, 2019. 224 p. (in Russian).
24. M. Lieberman. The New Funnel Stages For Digital Marketing And Revenue Generation. Square 2. 2018. Fri, February 23. URL: https://www.square2marketing.com/blog/the-new-funnel-stages-for-digital-marketing-and-revenue-generation
25. Orlova Yu. Marketing 4.0 is a fundamental change in business models. Marketing and Advertising. 2020. № 5 (284). pp. 23–25. (in Ukrainian).
26. Koro Strandberg. A set of marketing goals. Linked in. 2021. January 26. URL: https://www.linkedin.com/pulse/marketings-purpose-pivot-coro-strandberg?trk=read_related_article-card_title (in Russian).
27. Edelman Trust Barometer 2021. URL: https://www.edelman.com/trust/2021-trust-barometer
28. Caune, Jean. Cultura e Comunicação: Convergências Teoricas e Lugares de Mediação. São Paulo: Editora Unesp, 2014. p. 2.
29. Kotler P; Kartajaya H; Setiawan I. Marketing 4.0: Do Tradicional ao Digital. Rio de Janeiro: Sextante, 2017. 280 p.
30. Setton Maria da Graça. Mídia e educação. Sao Paulo: Contexto, 2018. 23 p.
31. Borden Neil H. The Concept of the Marketing Mix. Journal of Advertising Research. 1964. June. pp. 2–7.