Using IT-marketing products in commercial real estate projects
Abstract
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.
Information systems in project and program management: Collective monograph edited by I. Linde
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Pages
p. 196-202
Published
November 30, 2023
Categories
Copyright (c) 2023 Press of the Kharkiv National University of Radioelectronics
Details about the available publication format: monograph_43_ISPPM_2023.pdf
monograph_43_ISPPM_2023.pdf
ISBN-13 (15)
978-9984-891-22-4
