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THE ROLE OF INTEGRATED MARKETING COMMUNICATIONS IN ENERGY EFFICIENT TECHNOLOGIES INTRODUCTION AND DEVELOPMENT
Marketing is one of the most important components in the management process when the state / company / manufacturer is trying to offer innovative products to customers and is implementing the new, innovative product on the market. In this study we have researched the role of integrated marketing communications in one of the most important challenges of 21th century - promotion of energy efficient technologies. The use of integrated marketing communications in promotion of energy efficient technologies can be considered as "Innovations Marketing", because devices like them are innovative products, therefore they need to be demonstrated to end users in a new, innovative way. The importance of marketing in relation to innovation has laid the foundation for a new concept - "Innovations Marketing", which means creating market-oriented innovations. The study provides the results of two interrelated research, which aimed at: Establishment the level of public awareness about benefits of energy efficient technologies in Georgia; End users attitude to integrated marketing communications in Georgia.
Vydanie: 2018/3 Strany: 47-55 Klasifikácia JEL: M13, L26, L25
DOI:
Kľúčové slová: Energy efficiency, integrated marketing communications, Innovations marketing, Energy efficient technologies, Energy saving, Marketing
Sekcia: MARKETING AND COMMERCE
Kontakty:
Natalia Nogaideli, PhD candidate;
Caucasus International University
Paata Saakadze street 1
Tbilisi, 0102,
Georgia
e-mail: natali.nogaideli@gmail.com;
Tamar Koblianidze, PhD
Caucasus International University
Paata Saakadze street 1
Tbilisi, 0102,
Georgia
e-mail: tamar.koblianidze@ciu.edu.ge
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