CLASSIFICATIONS OF MARKETING TOOLS AND THEIR APPLICATION IN DEVELOPMENT

The article is devoted to a detailed analysis of approaches to the classification of marketing tools and their systematization, taking into account the possibility of application in relation to the marketing of development projects. It has been proven that the successful implementation of a development project requires the use of a set of marketing tools that are used at various stages of the development and implementation of the development project. It has been established that it is possible to fully use the entire range of opportunities provided by marketing tools to a modern developer, only on the condition of forming an understanding of the types of marketing tools and their functional purpose, possibilities of use in relation to the development project. The relevance of studying the signs by which marketing tools can be classified and their arrangement taking into account the specifics of development activity is well-founded. The methods of analysis and synthesis, the abstract-logical method for research and systematization of approaches to the classification of marketing tools, theoretical generalization and formulation of conclusions are applied. Different approaches to the classification of marketing tools are analyzed. According to one of them, marketing tools are considered in the context of promotion and marketing communications. According to another approach, a wider range of their application is outlined, and therefore a wider species set. It has been established that both traditional (classical) and modern (innovative) tools can be used in marketing activities, in particular, those related to Internet marketing and digital technologies. The classification of marketing tools of the development project has been formed, supplemented by features according to the stage of the life cycle of the development project and by the field of use. It was established that it is expedient to single out the marketing tools that are used at the stage of: initiation, development, implementation and promotion of the development project. It is proposed to distinguish marketing tools of analytical support, strategic orientation, sales promotion and market promotion, establishment of external and internal communications.