Інші праці КІВтаУП (ДМетІ)

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Using IT-Marketing Products in Commercial Real Estate Projects
(European University Press, ISMA University of Applied Sciences, Riga, Latvia, 2023) Korkhina, Inna A.; Petrenko, Vitalii O.
ENG: The commercial real estate market in Ukraine has changed significantly over the past few years. This article focuses on commercial real estate, in particular, shopping and entertainment centers (SECs). Ukrainian SECs have suffered significant losses due to the COVID-19 pandemic, and then some more suffered serious damage during the full-scale war. However, most of the SECs have resumed or are resuming their operations, and new SECs are being unfrozen. The unstable situation in the country, massive population movements within the country and the departure of many Ukrainians abroad make the management of SECs to revise their development plans and marketing strategies. Modern marketing strategies for promoting SECs require the use of innovative tools. This paper considers the problem of using special software for marketing automation. The authors have selected the most well-known marketing automation platforms for any project and conducted a comparative analysis of them.