A development of communication policy as a basis for market promotion of high-tech industrial equipment

Аuthors

Melnikova G. V.^1*, Moshchelkova V. Y.^2**

1. Moscow Aviation Institute (National Research University), 4, Volokolamskoe shosse, Moscow, А-80, GSP-3, 125993, Russia
2. Bauman Moscow State Technical University, MSTU, 5, bldg. 1, 2-nd Baumanskaya str., Moscow, 105005, Russia

*e-mail: kaf505@mai.ru
**e-mail: k505@mai.ru

Abstract

An application problem is discussed related to usage of marketing tools in management of production and sales activity for high technology enterprises. An approach is suggested to plan and realize a process of marketing stimulation for promotion of high-tech industrial equipment considering specific activity character for manufacturers from appropriate industry sector. A practical significance is demonstrated for suggested principles using a project related to the market promotion of autoclave equipment intended for food industry as an example.

Keywords:

high-tech industrial production; project management; marketing; communication policy; competitive analysis; budgeting; economic effectiveness