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Development of a Promotion Concept for a Small and Medium-sized Business

Student: Iashkova Arina

Supervisor: Mikhail Shushkin

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2019

The role of marketing is currently very significant, not only for the development of enterprises, but also for the consumer market of goods and services. In the modern world, where business is rapidly developing, more and more powerful and influential corporations appear - monopolists, oligopolies are developing, small companies are finding it harder to work and compete with them. The current study provides a practical model forthe creation of the promotion concept for small and medium-sized business operating on the B2C market. The overall aim of the current study is to develop understanding of the possible ways to analyze how the creation of the concept of market promotion affects the efficiency of a small and medium-sized business. In accordance with the stated purpose we need to achieve the following objectives: ● examine the theoretical basis for the promotion of companies in the market; ● study the best foreign and Russian practices of promoting small and medium-sized businesses ● analyze the portrait of the consumer products and competitive environment ● make recommendations on how to create new ways to increase brand awareness and attract new customers ● optimize promotion processes and develop an accurate concept. This problem may be of great interest for practice-oriented B2C companies from small businesses that operate in a highly competitive market and need to develop a marketing strategy. This study makes a significant contribution to the professional knowledge and practice of marketing, and also provides methodological confirmation of the need to use an integrated promotion strategy based on regular market analysis in companies which are similar to the reviewed, using a specific example.

Full text (added May 28, 2019)

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