Internet technology in travel company management

A. Mohylova; V. Shcherban

doi:10.26906/eip.2019.4(75).1856

Authors

A. Mohylova Dnipro O. Honchar National University
V. Shcherban Dnipro O. Honchar National University

DOI:

https://doi.org/10.26906/eip.2019.4(75).1856

Keywords:

brand, Internet technologies, marketing, strategy, management

Abstract

The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.

Author Biography

A. Mohylova, Dnipro O. Honchar National University

Doctor of Economics, Professor

References

Boienko O.Yu. Shaping the Vision of Modern Global Branding: A Conceptual Aspect / O.Yu. Boienko // Economics and Organization of Management, 2016. – №3 (23). P. 125-133.

Kovinko, O.M. Management of brand in the system of management of marketing activity of the enterprise / O.M. Kovinko, D.V. Ohol, N.O. Shevchenko // Global and national problems of economy. – 2017. – № 20. – P. 368-372.

Muzychenko-Kozlovska O.V. Strategy of promotion of the country's tourism brand / O.V. Muzychenko-Kozlovska // Bulletin of the National University "Lviv Polytechnic". Logistics. – 2015. – № 833. – P. 65-72.

Stebliuk N.F. Strategic Priorities for Forming a Brand-Oriented Management System / N.F. Steblyuk // Mykolaiv V.O. Sukhomlynskyi National University. – Issue 12. – 2016. – P. 146-149

Tsehelnyk H.V., Latkina S.A. The role of Internet technologies in the marketing strategy of the tourism enterprise. All-Ukrainian scientific and practical conference. [Electronic resource]. – Access mode: http://kntu.net.ua/index.php/eng/content/

Pay Attention to These 6 Marketing Technologies in 2018 [Online resource]. – Access mode: https: //www.gartner.com/smarterwithgartner/pay-attention-to-these-6-marketing-technologies-in-2018/

What is a Marketing Technology Stack? Definitions, Stats and Examples. [Electronic resource]. – Access mode: https: //www.snapapp.com/blog/marketing-technology-stack