MARKETING FOR, BY AND OF THE PROJECT: CASE OF KAZAKHSTANI COMPANIES

Abstract

The article reveals the features of marketing as a part of project management, its purpose and objectives. The essence of marketing in general is described, the concept of marketing research is considered. The article examines the features of project marketing for promoting products to the market. Article also considers a certain example of a Kazakh company that provides medical services. Consumer survey and subsequent experiment were used as research methods. The survey showed the most popular channels of communication between consumers and the company, their experience with chat-bots, and their use and satisfaction assessment from using chat-bots. The hypothesis that the implementation of such a modern marketing technology as a chat-bot will effectively affect the company's activities is considered proven. The research objectives were fulfilled.