Budnyk Liudmyla, PhD (Economics), Associate Professor of the Department of Security, Law Enforcement and Financial Investigations, Ternopil National Economic University, Ternopil, Ukraine

ORCID ID: 0000-0002-1393-9354
e-mail: lydabydnik@gmail.com

Blazhei Iryna, PhD (Economics), Lecturer of the Department of International Economic Relations, Ternopil National Economic University, Ternopil, Ukraine

ORCID ID: 0000-0002-0649-4991
e-mail: i.blazhey@gmail.com

External and Internal Marketing of the Information Security Company

Abstract. Introduction. Security issues are increasingly becoming the focus of top management. The relevance of this topic is that the security of commercial and financial information, the loss of which leads to financial and reputational risks, is becoming more significant. An information security strategy should be closely integrated into the overall corporate business program. Thus, the number of potential clients of the information security companies continues to grow steadily.

Purpose. The purpose of this article is to identify the most effective tools for external and internal marketing in order to strengthen the competitive position of the information security company.

Results. As a result of the research, the most common information security problems faced by enterprises were considered, and on this basis the company’s marketing strategies for information security were highlighted. The most effective tools of external marketing, taking into account the specifics of the enterprise, are proposed, which allows to increase consumer awareness of the proposed product or service, as well as to improve the level of competitiveness. The principles of internal marketing are highlighted, using which the company will be able to achieve its marketing goals in a shorter period of time, compared with the classical marketing strategy. The importance of using internal marketing to establish a positive corporate image of the information security company, as well as to create a system of employee motivation, has been proved.

Conclusions. In the management of the information security company, it is important to take into account its specifics, because the offerd products are not well known, and their importance for consumers is not heavily advertised. The use of external and internal marketing will allow the information security company to achieve market goals faster, increase its recognition and, most importantly, explain the value of information security for effective business management.

Keywords: consumer behavior; external marketing; information security; internal marketing; management; marketing strategy; human resources management.

References:

1. Surmiak, A. (2019). Should we Maintain or Break Confidentiality? The Choices Made by Social Researchers in the Context of Law Violation and Harm. Journal of Academic Ethics. doi: https://doi.org/10.1007/s10805-019-09336-2.
2. Reddy, A. & Aswath, L. (2016). Understanding Copyright Laws: Infringement, Protection and Exceptions. International Journal of Research in Library Science, 2 (1), 48-53.
3. Torsen, M. & Anderson, J. (2010). Intellectual property and the safeguarding of traditional cultures. Legal Issues and Practical Options for Museums, Libraries and Archives. World Intellectual Property Organization (WIPO), 126 p. Retrieved from https://www.wipo.int/edocs/pubdocs/en/tk/1023/wipo_pub_1023.pdf.
4. Root, A. (2020). Cyber security marketing tactics that actually work. SevenAtoms. Retrieved from https://www.sevenatoms.com/blog/cyber-security-marketing-tactics-that-actually-works.
5. Datta, H., Fouber, B. & van Heerde, H (2015). The impact of free-trial acquisition on customer usage, retention, and lifetime value. Journal of Marketing Research, LII, 217-234.
6. Insights (2017). How to Create a Marketing Strategy for Information Technology Services. Retrieved from https://www.ironpaper.com/webintel/articles/marketing-strategy-information-technology/
7. Bohnenberger, M. C., Schmidt, S., Damacena, C. & Francisco, J. (2019). Internal marketing: a model for implementation and development. Dimensión Empresarial, 17(1), 7-22. doi: http://dx.doi.org/10.15665/dem.v17i1.1657.
8. Akbari, M., Chajnani, M.H. & Aletaha, S. H. (2019). Internal Marketing and the Internal Customers’ Citizenship Behavior in Higher Education. International Journal of Schooling, 1(3), 15-28. doi: http://dx.doi.org/22034/ijsc.2019.202676.1018.
9. Mohanty, A & Mishra. B. (2019). Internal marketing mix and employee satisfaction in service industry – a literature review. International Journal of Business Marketing and Managemen, 4 (7), 5-16.
10. Raziq, A. & Maulabakhsh, R. (2015). Impact of working environment on job satisfaction. Economics and Finance, 23, 717-725.