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SOURCE:   Almanac of Modern Science and Education. Tambov: Gramota, 2014. № 4. P. 85-87.
SCIENTIFIC AREA: Economic Sciences
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Kondrasheva Natal'ya Nikolaevna, Kurashova Svetlana Aleksandrovna
"MATI" - Russian State Technological University

Abstract. The article reveals the essence of innovative approach to marketing communications system formation, defines the notion of lateral marketing as the modern process of creative ideas search and development for the purpose of meeting new requirements that haven’t been previously considered. The authors’ attention is focused on the use of lateral marketing methodology for the formation of the effective communicative policy of the particular enterprise.
Key words and phrases: инновация, продвижение продукции, коммуникативная политика, латеральный маркетинг, интегрированные маркетинговые коммуникации, innovations, production promotion, communicative policy, lateral marketing, integrated marketing communications.
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  1. Aleksandrova A. V., Luk'yanova E. V. Tekhnologii prodvizheniya naukoemkoi produktsii aviatsionnogo naznacheniya // Ekonomika i upravlenie v mashinostroenii. 2012. № 4. S. 47-50.
  2. Kotler F., Armstrong G., Sonders Dzh., Vong V. Osnovy marketinga / per. s angl. 2-e evrop. izd. M.: SPb. - K.: Izdatel'skii dom "Vil'yams", 2003. 944 s.
  3. Shul'ts D. E., Tannenbaum S. I., Lauterborn R. F. Novaya paradigma marketinga. Integriruemye marketingovye kommunikatsii / per. s angl. M.: INFRA-M, 2004. 233 s.

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