Review of marketing approaches to increase of sales effectiveness in the context of behavioral economics

Мakhnusha Svetlana Mikhailovna
Ph.D, Associated Professor, Associated Professor of Economy Department,
Sumy National Agrarian University, Ukraine

  • The author of the article describes the main ideas of behavioral economics as a new direction in economic science. It sets out its postulates concerning the irrational behavior of people in terms of their economic decision-making, particularly in the context of marketing for the purpose of increasing sales efficiency. There were systematized approaches and it was proposed their integral use for the integrated result of these marketing techniques of influence onto the irrational motives of consumers’ behavior.
  • behavioral economics, irrational motives of consumers, social factors, marketing effectiveness, sales, restrictions, deficit, purchasing activity.
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  • Мakhnusha S. M. Review of marketing approaches to increase of sales effectiveness in the context of behavioral economics [Online] // Economic Processes Management: International Scientific E-Journal. 2016. №2. Available: http://epm.fem.sumdu.edu.ua/download/2016_2/2016_2_1.pdf