Abstract

The approach to formation of communication effects is developed. The approach is based on the determination of the actual components of involvement in the stages of companies-customers’ decision- making to purchase of the industrial innovative product.

Keywords: industrial innovative product, management of promotion, model of behavior of companies-customer, involvement

Cite as: Troyan, M. (2011). Formation of communication effects on stage of companies-customers’ decision-making to purchase. Marketing and Management of Innovations, 42, 167-174. https://doi.org/10.21272/mmi.2011.4.2-22

This work is licensed under a Creative Commons Attribution 4.0 International License

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