Planning of the product promotion program

  • A.E. Zernova Rybinsk State Aviation Technological Academy


This article considers questions of fi xing and sharing the budget of the complex marketing communication of the enterprise and possibilities of consumer requirements management. The author offers to consider her requirements classifi cation and method of management of consumer requirements. Besides, offered are four formulas of the budget sharing of the product promotion program for each quadrant of the FCB matrix and method of fixing a budget.


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How to Cite
Zernova, A. (2007). Planning of the product promotion program. Proceedings of Voronezh State University. Series: Economics and Management, (1), 68-77. Retrieved from