The humanities and social science

2013 Issue №9

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The role of brand ecosystem in solving the tasks of hi-tech product marketing



This article analyses an efficient method of interacting with customer, which is aimed at the successful adaptation of innovations. It is noted that, in hi-tech markets, such interaction with all groups of customers can be carried out through a strong brand, whereas special importance is attached to the creation of the brand’s ecosystem, which would make it possible to offer the customer package solutions and include them into the value added chain.


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