employee
Novosibirsk, Russian Federation
student
Novosibirsk, Russian Federation
student
Novosibirsk, Russian Federation
The research objective was to study the effect of new technologies on service market using the case of airline ticket agencies. The study featured new marketing tools in the service sector and the effect of advanced technologies on the airline ticket market. Promotion instruments and methods are developing very fast. Nowadays, marketing relies on such concepts as cognitive marketing, cognitive technologies, behavioral marketing, SEO-promotion, and event-marketing. These approaches are different in nature but seek to satisfy and anticipate consumer expectations. Successful companies, e.g. Aeroflot and Sberbank, use effective combinations of these tools. A prompt adaptation to new technologies guarantees successful performance for small and medium-sized businesses. The research was based on such methods as observation, interview, scientific analysis, induction, and comparison. The empirical data were provided by the largest regional airline ticket agency. The authors used retrospective analysis of business documentation, interviewed the management, analyzed the client base, and conducted an express cost analysis. The research revealed both positive and negative consequences of digitalization. The airline ticket business proved to undergo serious changes during the digital transformation of the economy.
agent, consolidating company, contextual advertising, marketing, promotion, air ticket sales market, SEO-promotion
1. Emelyanovich A. A., Udartsev A. D., Lau I. V. Cognitive marketing in advertising new products. Transportnoe delo Rossii, 2018, (6): 137-138. (In Russ.)
2. Serbova Ye. S. Modern model of system of sales promotion of production of the enterprise. Sotsial'no-ekonomicheskiye yavleniya i protsessy, 2013, (5): 168-172. (In Russ.)
3. Kotler Ph. Principles of Marketing, transl. Bobrov V. B. Moscow: Biznes-kniga; IMA-Kross. Plius, 1995, 698. (In Russ.)
4. Chepurova I. F. The content and main directions of behavioral marketing in the organization. Almanakh teoreticheskikh i prikladnykh issledovanii reklamy, 2014, (1): 94-110. (In Russ.)
5. Losev S. V. Principles of forming a customer-oriented organization. Menedzhment v Rossii i za rubezhom, 2008, (6): 127-138. (In Russ.)
6. Krasovskii Yu. D. Firm behavior management: effects and paradoxes. Moscow: INFRA-M, 1997, 361. (In Russ.)
7. Vasilieva E. V., Loseva V. V. Online sales funnel as an analytical tool for business efficiency management. Upravlenie, 2018, 7(3): 63-74. (In Russ.) DOI:https://doi.org/10.26425/2309-3633-2019-3-63-74
8. Polyakova A. G. Dynamics of the Russian segment of E-Commerce and E-Payments. Ekonomicheskoe razvitie Rossii, 2018, 25(7): 45-49. (In Russ.)
9. Shamilova M. I. The role of marketing in business activities. Vestnik nauki i obrazovaniia, 2019, (3-1): 39-42. (In Russ.)
10. Starostina A. S. Neuromarketing research of consumer behavior. Vestnik Universiteta, 2015, (3): 83-86. (In Russ.)
11. Prazyan E. M. Marketing approach for supporting long-term relationships with consumers. Vestnik VolGU. Seriya 3. Ekonomika. Ekologiya, 2011, (2): 127-132. (In Russ.)
