IMPLEMENTING MARKETING INNOVATIONS IN COMMUNICATION MIX AND PRODUCT PROMOTION AS A COMPETITIVE ADVANTAGE OF EU ENTERPRISES

Authors

DOI:

https://doi.org/10.30890/2709-2313.2024-33-00-004

Keywords:

marketing innovation, marketing communication mix, digital marketing, competitive advantage, EU enterprises

Abstract

According to the results of the study, the leading role of marketing innovations in the EU countries related to new methods and technologies of promotion has been identified. This allows the authors to assume the strategic role of integrated marketing co

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References

Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data (2006). 3rd Edition, OECD Publishing. 112 p.

Community Innovation Survey. Eurostat. URL: http://ec.europa.eu/eurostat

Taranenko, I. (2012). Marketing innovations at the function of institutional development: a case of resource constraints. Montenegrin Journal of Economics, Vol. 8, No 3, pp. 105–118.

DESI dashboard for the Digital Decade (2023 onwards). URL: https://digital-decade-desi.digital-strategy.ec.europa.eu/datasets/desi/charts

B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023 Report. Content Marketing Institute. URL: https://contentmarketinginstitute.com/wp-content/uploads/2023/01/B2C_2023_Research_Final.pdf

The Influencer Marketing Benchmark Report 2024. Influencer Marketing Hub. URL: https://influencermarketinghub.com/influencer-marketing-benchmark-report/

8% of EU enterprises used AI technologies in 2023. Eurostat. URL: https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20240529-2

Interactive Advertising Bureau (IAB). URL: https://www.iab.com/

The state of grocery in North America 2023. McKinsey & Company. URL: https://www.mckinsey.com/industries/retail/our-insights/the-state-of-grocery-in-north-america-2023

59% of EU individuals using social networks in 2023. Eurostat. URL: https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20240319-1

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Published

2024-10-30

How to Cite

Taranenko, I., Mishustina, T., & Yaremenko, S. (2024). IMPLEMENTING MARKETING INNOVATIONS IN COMMUNICATION MIX AND PRODUCT PROMOTION AS A COMPETITIVE ADVANTAGE OF EU ENTERPRISES. European Science, 2(sge33-02), 39–47. https://doi.org/10.30890/2709-2313.2024-33-00-004

Issue

No. sge33-02 (2024): Intellectual and technological potential of the XXI century '2024

Section

Chapters

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Copyright (c) 2024 Authors

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This work is licensed under a Creative Commons Attribution 4.0 International License.