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dc.contributor.author Chernova D.V.
dc.contributor.author Sharafutdinova N.S.
dc.contributor.author Novikova E.N.
dc.contributor.author Nasretdinov I.T.
dc.contributor.author Xametova N.G.
dc.contributor.author Valeeva Y.S.
dc.date.accessioned 2021-02-25T06:47:25Z
dc.date.available 2021-02-25T06:47:25Z
dc.date.issued 2020
dc.identifier.issn 2367-3370
dc.identifier.uri https://dspace.kpfu.ru/xmlui/handle/net/161035
dc.description.abstract © Springer Nature Switzerland AG 2020. The study considers evaluation of event marketing in IT companies. The competitiveness of IT companies differs from the competitiveness of manufacturing companies: The quality of services provided, innovation, security, flexibility. Tele2 Telecommunications Company has gained popularity due to a non-standard approach to business, a well-thought-out marketing strategy, accounting and anticipation of customer needs. The authors analyzed the existing evaluation methods of event marketing in IT companies and substantiated quantitative methods based on the results of surveys before and after the event, which makes it possible to most accurately show the degree of influence of event marketing on customer loyalty. This mechanism is aimed at attracting the target audience, the intensive development of IT companies and infrastructure development. The existing methodologies evaluate the communicative or only economic effect. Therefore, it is proposed to use a generalized method that allows determining each of the stages of marketing communications in event marketing and, if necessary, make appropriate adjustments. The method proposed quantitative indicators for evaluation of event marketing, and the results are evaluated in certain periods.
dc.relation.ispartofseries Lecture Notes in Networks and Systems
dc.subject Competitiveness of the telecommunications company
dc.subject Digitalization
dc.subject Evaluation of event marketing in IT companies
dc.subject Event marketing
dc.subject Infrastructure
dc.title Evaluation of Event Marketing in IT Companies
dc.type Chapter
dc.relation.ispartofseries-volume 84
dc.collection Публикации сотрудников КФУ
dc.relation.startpage 487
dc.source.id SCOPUS23673370-2020-84-SID85070192788


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  • Публикации сотрудников КФУ Scopus [24551]
    Коллекция содержит публикации сотрудников Казанского федерального (до 2010 года Казанского государственного) университета, проиндексированные в БД Scopus, начиная с 1970г.

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