Affiliation:
1. Lugansk Vladimir Dahl State University
Abstract
The article features the changes in business environment that bring about new approaches to marketing. The role of the consumer undergoes various transformations as a result of the marketing evolution. This study focuses on the consumer as a holistic person, their role in the activities of an enterprise, and the evolution of marketing concepts. The author interprets the concept of relationship marketing and the approach to consumers as participants in joint creativity. The research relied on the data from the official website of the Lugansk Pipe Fittings Plant, which describes its self-positioning, corporate values, etc. The author believes that vision, values, environmental awareness, and consumer safety of the company can affect the worldview of the consumer. This approach strengthens the credibility and strategic future of the company. The article will be of interest to specialists in marketing, management, and sustainable development.
Publisher
Kemerovo State University
Subject
Applied Mathematics,General Mathematics
Reference25 articles.
1. Meffert H. Direkt Marketing und marktorientierte Un-ternehmensführung. Das Handbuch Direkt Marketing & More, Hrsg. Dallmer H. 8. Aufl. Wiesbaden: Gabler Ver-lag, 2002, 33–55. https://doi.org/10.1007/978-3-322-90220-7_2, Meffert H. Direkt Marketing und marktorientierte Unternehmensführung. Das Handbuch Direkt Marketing & More, Hrsg. Dallmer H. 8. Aufl. Wiesbaden: Gabler Verlag, 2002, 33–55. https://doi.org/10.1007/978-3-322-90220-7_2
2. Багоцци Р. П. Маркетинг как обмен. Классика маркетинга, под ред. Ю. Н. Каптуревского. СПб.: Питер, 2001. С. 49–62., Bagozzi R. P. Marketing as an exchange. Marketing Classics, ed. Kapturevskii Iu. N. St. Petersburg: Piter, 2001, 49–62. (In Russ.)
3. Abdelal R. E., Tedlow R. S. Theodore Levitt's "The Global-ization of Markets": An Evaluation after Two Decades. Harvard NOM Research Paper No. 03-20; Paper No. 03-082. Harvard Business School, 2003. http://dx.doi.org/10.2139/ssrn.383242, Abdelal R. E., Tedlow R. S. Theodore Levitt's "The Globalization of Markets": An Evaluation after Two Decades. Harvard NOM Research Paper No. 03-20; Paper No. 03-082. Harvard Business School, 2003. http://dx.doi.org/10.2139/ssrn.383242
4. Эванс Дж. Р., Берман Б. Маркетинг. М.: Экономика, 1990. 350 с., Evans J. R., Berman B. Marketing. Moscow: Ekonomika, 1990, 350. (In Russ.)
5. Котлер Ф. Основы маркетинга. М.: Прогресс, 1990. 736 с., Kotler Ph. Marketing Essentials. Moscow: Progress, 1990, 736. (In Russ.)