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Development of Product Promotion Strategy. The Case of the Center for Spatial Research

Student: Boldina Olga

Supervisor: Tatiana Grishchenko

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

Over the past few years many organizations have ceased to consider marketing as a source of competitive advantage, reducing costs every quarter. CEOs are interested in how marketing department spend their work time; Finance Director – how they spend the allocated budget; and sales department believe that marketers and PR-managers usually think too abstractly, and do not understand real business. However, by thinking about why the company constantly has (or has not) a higher profit compared to its competitors, it is possible to conclude that marketing activities of the organization plays a significant role. Obviously, the transition from product level to the consumer level does not imply that efforts to product development can be ignored or that they need to outsource. All other conditions being equal, it is extremely important to maintain a competitive advantage based on the product. In order to consolidate leading position in the market, companies need to ensure their superiority also in active interaction with their customers. The purpose of the research is to analyse the features of marketing tools as a basis for effective product promotion strategy for the company "the Center for Spatial Research". In the final qualification work consists of three parts. The first part is theoretical and devoted to review of different types of product promotion and their influence on potential customers. The second part is methodological; it involves a brief description of "the Center for Spatial Research" case and implicates the method of hierarchical analysis, that will help to select the best way of customer attraction, and a questionnaire survey. In the third part we gave some recommendations to improve the product promotion strategy of company.

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