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National Interests: Priorities and Security
 

Innovative targeting mechanism in the system of modern market promotion of trademarks

Vol. 20, Iss. 6, JUNE 2024

PDF  Article PDF Version

Received: 1 February 2024

Received in revised form: 8 April 2024

Accepted: 12 May 2024

Available online: 17 June 2024

Subject Heading: INNOVATION AND INVESTMENT

JEL Classification: M31, M37

Pages: 1174–1184

https://doi.org/10.24891/ni.20.6.1174

Aleksandr N. BIRYUKOV Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky, Donetsk, Russian Federation
biryukov.aleksandr22@inbox.ru

https://orcid.org/0000-0002-7103-334X

Subject. The article investigates the digital technology market development, problems of determining the target audience.
Objectives. The focus is on the analysis of advantages of using targeting technologies in marketing.
Methods. The study draws on methods of comparative and morphological analysis, and the method of scientific abstraction.
Results. Targeting in general is a strategically important area of the country's commercial, tax, economic, and monetary policy. The intended use of targeting mechanism involves a reasonable choice of the audience that is a reference point in terms of achieving the planned results.
Conclusions. Targeting is becoming the most popular and effective form of advertising.

Keywords: targeting, strategy, marketing, market promotion

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