| Issue |
E3S Web Conf.
Volume 284, 2021
Topical Problems of Green Architecture, Civil and Environmental Engineering (TPACEE-2021)
|
|
|---|---|---|
| Article Number | 07009 | |
| Number of page(s) | 11 | |
| Section | Environmental Management and Economics | |
| DOI | https://doi.org/10.1051/e3sconf/202128407009 | |
| Published online | 12 July 2021 | |
Marketing tools for managing consumer behaviour in the market of innovative products
Peter the Great St. Petersburg Polytechnic University, 195251 St. Petersburg, Russia
* Corresponding author: lyamin.bm@gmail.com
The article analyzes the existing approaches to managing consumer behavior. As a result, of the study, the need to manage consumer behavior in the field of innovative goods and services was identified. An analysis of existing methods and approaches to managing consumer behavior was carried out. A methodology was proposed for consistently changing the perception of innovative products by a potential consumer to improve the efficiency of innovative companies. The proposed methodology allows consistently adjusting the perception of a potential target audience through digital marketing tools. The application of the proposed methodology will significantly expand the base of the loyal target audience, which is converted into an increase in revenue, profit and other financial indicators of innovative companies.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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