Published in «Creative Economy»9 / 2019
DOI: 10.18334/ce.13.9.41024

The market of services of entertainment centers: a look through the prism of image-forming factors. Part 4. The rational aspect, the general solution

Zakuskin Sergey Viktorovich, LLC Agency "Compass research", Russia, Russia

Рынок услуг развлекательных центров: взгляд через призму имиджеобразующих факторов. Часть 4. Рациональный аспект, общее решение - View in Russian

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Abstract:
The analysis of the market of entertainment services with the use of the approach based on integration of marketing communications on the basis of research of consumer preferences is presented. The space of rational preference of entertainment centers and the space of rational attitude to entertainment centers are constructed, the positions of real entertainment centers in comparison with the ideal area of the target group are estimated. The conclusions of the analysis are considered, and recommendations for the involvement of target group segments are proposed.

Keywords:

consumer preferences and expectations, discriminant analysis, entertainment centers positions, entertainment centers promotion, factor analysis, integrated marketing communications, market of entertainment services, marketing research, target group

JEL-Classification: M30, M31, M39

Citation:
Zakuskin S.V. (2019). The market of services of entertainment centers: a look through the prism of image-forming factors. Part 4. The rational aspect, the general solution [Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyuschikh faktorov. Chasty 4. Ratsionalnyy aspekt, obschee reshenie]. Creative Economy, 13(9). (in Russian). – doi: 10.18334/ce.13.9.41024.


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