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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Anastasiya Belenova
Development of Software Promotion Program for Retail Chains
Marketing
(Master’s programme)
2017
The paper is aimed at the development of the promotion program for a retail analytics software vendor. The problem was considered that in this market there is often a gap between the way vendors communicate the value of the product to the market and the way the market perceives the value of a product. Alongside with the problem of the creation of the right message, the issue of choosing and optimization of a communication tools mix is considered. We tried to create a buyer journey for the product and looked at media consumption patterns of the target customers. The communication tools were evaluated with their ability to help get needed results on every stage of a buyer’s journey. Then the promotion program for a Platfomni software was presented that can be employed by the vendor in the third quarter of 2017 year.

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