COMPLIANCE OF MARKETING INSTRUMENTS BY STAGES OF STARTUP LIFE

Anna Verbytska

doi:10.32782/dees.7-7

Anna Verbytska Chernihiv Polytechnic National University https://orcid.org/0000-0001-7805-1412

Keywords: the startup life cycle, marketing instruments, digital marketing, startup promotion

Abstract

The paper defines the specifics of marketing activities, marketing methods and tools used at different stages of startup life cycle. The marketing approach to the allocation of stages of startup life cycle (idea - concept - prototype - finished product - launch) is substantiated. The model of the peculiarities of startup marketing is presented in the study. The proposed approach to identifying essence and key elements of startup marketing, in which marketing activity is derived from the startup life cycle stage. The results of the study complement the scientific foundations of marketing innovative products, marketing activities at different stages of the product life cycle in terms of the development of conceptual provisions for marketing startups and the use of marketing methods and tools for the development of startup by life cycle stages.

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