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Marketing Management in Urban Passenger Transportation Innovations

Author

Listed:
  • Kalieva О.М.
  • Karelin N.V.

Abstract

Purpose: This main aim of the article is to explore possible approaches to innovation marketing management by the example of urban passenger transportation. Design/Methodology/Approach: In modern conditions with the digitalization of the economy enterprises that provide transportation services are aimed at managing through artificial intelligence. Modern transport depends on the preferences of the population, based on philosophy of automation, intellectualization while at the same time is focused on the quality of transportation, elimination of losses and cost reduction. The specifics of marketing activities in the urban passenger transportation market is of particular importance in this study, taking into account the formation of the marketing innovation toolkit in the urban passenger transportation market under these specifics. Findings: A model for innovational marketing management in the urban passenger transportation sector was developed and justified, which includes six key innovation management blocks based on marketing functions: research, forecasting, information, organizational, advertising and practice. Practical implications: In practice, it is about creating a concept necessary for the provision of transport services for passengers transportation, based on the use of innovational marketing. The basic directions for the introduction of innovations at the enterprises of urban passenger transport are proposed. Originality/value: In the field of urban passenger transportation in the digital economy, new opportunities are opening up for development by applying innovational marketing, the practical implementation of which ensures increased efficiency and increases the demand for public transport services.

Suggested Citation

  • Kalieva О.М. & Karelin N.V., 2019. "Marketing Management in Urban Passenger Transportation Innovations," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 2), pages 211-220.
  • Handle: RePEc:ers:ijebaa:v:vii:y:2019:i:special2:p:211-220
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    References listed on IDEAS

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    1. Svetlana V. Bogdanova & Irina V. Kozel & Lilia V. Ermolina & Tatiana N. Litvinova, 2016. "Management of Small Innovational Enterprise under the Conditions of Global Competition: Possibilities and Threats," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 268-275.
    2. Vaclav Kupec, 2018. "Risk Audit of Marketing Communication," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 125-132.
    3. E.S. Akopova & N.V. Przhedetskaya & P.V. Taranov & L.N. Roshchina, 2017. "Marketing Mechanisms for the Development of Transport Infrastructure of Russia and the EU," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 188-197.
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    Cited by:

    1. Cristina Gabriela COSMULESE, 2021. "Key Theoretical Aspects Of Applying Ifrs 15," European Journal of Accounting, Finance & Business, "Stefan cel Mare" University of Suceava, Romania - Faculty of Economics and Public Administration, West University of Timisoara, Romania - Faculty of Economics and Business Administration, vol. 17(27), pages 87-94, October.

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    More about this item

    Keywords

    Innovational marketing; urban passenger transportation; digital economy; information environment; transport services.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • R51 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Finance in Urban and Rural Economies
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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