Models and procedures to promotions software products to corporate market

Authors: Ehlakov Yu. P., Baraksanov D. N., Malahovskaya E. K.

Annotation: The article presents models for decision support in promotion of software products to corporate market. Models for evaluating the competitiveness of a software product, segmenting the market and evaluating the attractiveness of segments, selecting options for delivering software products to target market segments, selecting places and the showing duration of communication messages in organizing advertising campaigns using Internet marketing tools are presented. A semantic network for generation messages and content templates are proposed.

Keywords: promotion of software products, decision support models, mathematical models, market segmentation, selection of target segments, selection of advertising platforms, development of communication messages, internet marketing