MARKETING ASPECTS OF THE CREATION THE INFORMATION MEDIA-RESOURCE ON THE INTERNET
The research is devoted to some marketing aspects of the new information media-portal creation. The important role of information in the modern society and growing the demand on it are underlined. In the paragraph 1 the different types of media resources and their evolution are considered. The role and tasks of content is described. Classification of content by different criteria is systematized and visualized. Survey data of content marketing provided by companies is analyzed. Investments in content marketing and most developing types of content are discussed. The paragraph 2 is devoted to the strategic priorities of Internet media-portal «Author-Media». Aim and principles of strategic priorities are discussed. Model of mutual dependence and information exchange between the basic components of the company’s activity and the macro- environment is offered. Strategic priorities of Internet media-portal «Author-Media» for each of basic components of the company’s activity, are developed. Requirements to the strategic priorities which makes them effective, are specified. The paragraph 3 is devoted to the product portfolio of Internet media-mortal «Author-Media». Basic principles of product portfolio forming are discussed. The importance of assortment policy is underlined. Structure and components of the product portfolio of Internet media-project «Author-Media» are developed.
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