A UNIQUE SELLING PROPOSITION: PROBLEMS OF INTERPRETATION AND CREATION

A unique trade offer is the engine of the economy, determining the desires of consumers based on the formation of goods with properties that satisfy existing needs or anticipate their formation. However, as the study showed, despite the undoubted importance of a unique trade offer as an economic phenomenon, an appropriate concept has not yet been formed to reveal its characteristics, requirements, principles and methods. The purpose of the study is to develop the theoretical aspects of a unique trade offer as an economic phenomenon through an analytical and synthesis method that allows reflecting the most significant characteristics of this concept. In addition, it is proposed to form a logic that allows you to give an applied character to the process of developing a unique trade offer.