Zakuskin Sergey Viktorovich – (LLC Agency “Compass research”, Russia)
The analysis of the market of entertainment services with the use of the approach based on integration of marketing communications on the basis of research of consumer preferences is presented. The space of rational preference of entertainment centers and the space of rational attitude to entertainment centers are constructed, the positions of real entertainment centers in comparison with the ideal area of the target group are estimated. The conclusions of the analysis are considered, and recommendations for the involvement of target group segments are proposed.
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