Концепция просвещенного маркетинга как развитие теории совместного создания ценности
Сагинова О.В.

1
Введение

2
Концепция совместного создания ценности

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Теоретические подходы к понятию совместного создания ценности
Роль потребителя в создании ценности продукта

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Таблица 1. Теоретические подходы к понятию совместного создания ценности

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Таблица 2. Мотивация потребителей к участию в процессе совместного создания ценности
Выводы

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Литература

Ключевые слова: просвещенный маркетинг, совместное создание ценности, социально ответственный маркетинг, маркетинг 3.0, мотивация, поведение потребителей

Аннотация

Статья основана на обзоре научной литературы по темам, связанным с понятием «просвещенный маркетинг». Результаты анализа показывают влияние концепций просвещенного и социально ответственного маркетинга, а также маркетинга 3.0 на развитие теории совместного создания ценности. Автор рассматривает основные положения данной теории, соотнося их с особенностями поведения современных потребителей.

Журнал: «Маркетинг и маркетинговые исследования» — №1, 2020 (© Издательский дом Гребенников)
Объем в страницах: 8
Кол-во знаков: около 12,839

DOI

10.36627/2074-5095-2020-1-1-6-13 — https://doi.org/10.36627/2074-5095-2020-1-1-6-13

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Сагинова Ольга Витальевна

Сагинова Ольга Витальевна
д. э. н.
профессор

Заведующая кафедрой предпринимательства и логистики РЭУ им. Г.В. Плеханова.

г. Москва

Научные интересы — маркетинг образовательных программ, создание потребительской ценности средствами маркетинга, кросс-культурный маркетинг, предпринимательство.

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