NON-LINEAR MARKETING AND EFFECTIVE BUSINESS DEVELOPMENT
The article presents the methodological statements of so-called non-linear marketing which is aimed to ensure high economic efficiency of investments through the use of synergetic effects in marketing system. The object of study is a set of methods of alternative marketing. On the basis of science literature observation and market case analysis it is demonstrated that creative decision making is a commonality for successful activities of alternative marketing. Creative decisions resonate the market and lead to high financial results versus relatively low expenses. The author gives a definition of alternative marketing as marketing that provides high economic efficiency through the use of synergetic effects in marketing system. In addition, the author analyzes non-linear marketing goals, its subject, target audiences, technology and environment. The author shows that the sources of non-linear effects in promoting goods are strong emotional appeal to the audience, activation of effective information spread and favorable promotional environment. The article presents the technology of non-linear marketing and its elements: communication addressing, media for information spread to target audiences, tools for ensuring highly effective information and goods delivery. The article describes major tools of information spread: focusing, exposure, cooperation and attachment.