Semenenko K. The Use of On-line-advancement Instruments of Commodities of the Enterprises of Brewing Industry

The object of research is the tools of online promotion of goods of brewing companies. The subject of the research is theoretical-methodical and practical aspects of using tools for online promotion of goods in order to increase the efficiency of the brewing industry. The dissertation uses the following general and special methods of economic research: abstract-logical (theoretical generalizations and conclusions); inductive and deductive (collection, systematization and processing of information, clarification of certain concepts); statistical and economic (analysis of the current state and selection of factors influencing the online promotion of goods of the brewing industry); graphic (visual presentation of statistical data and results of empirical research); monographic (development of methods for evaluating the effectiveness of promotion of goods of enterprises); calculation-constructive and experimental (analysis of existing tools for the promotion of goods of enterprises) and others. Improved: - methodical approach to the process of evaluating the effectiveness of the promotion of goods of enterprises by establishing the phased implementation of the necessary measures and control over each of them, which allows you to make effective management decisions; - scientific and practical approach to evaluating the effectiveness of tools for online promotion of goods in order to identify priority promotional tools in terms of communication points of contact, which, in contrast to existing approaches, allows to take into account the features of image and price segments of the market; - an approach related to the choice of communication tools in the implementation of marketing strategies of the enterprise taking into account media inflation, legal restrictions and other factors, which allows to determine the most effective tools for online promotion of brewing products depending on brand strength, communication and degree of product differentiation; Received further development: - substantive and structural-logical essence of concepts based on a clear link to the environment of use: "tools for online promotion of enterprise products" as information and communication technologies of the enterprise's impact on the target audience through online communication points of contact (contact); "Internet marketing" as the organization of marketing activities aimed at attracting and retaining the attention of consumers in the Internet environment to familiarize themselves with information about products, brands, the company through the tools of Internet promotion and the formation of stable demand; "Online marketing", as the organization of product promotion through the implementation of communication efforts of the enterprise in order to meet the demands of special target audiences by activating tools of Internet marketing, game marketing, mobile technologies of local influence, augmented reality technologies, etc.; - systematization of tools for promotion in the online environment by the availability and accessibility of communication points of contact, which allows you to set reasonable goals for media and brand indicators and effectively carry out current control of campaigns; Scope: Brewing Industry.