THE THEORETICAL AND METHODOLOGICAL BASES OF PEACE MARKETING

Prokopenko Olha, Bozhkova Viktoriya and Chayen Samuel
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Prokopenko Olha: International Humanities University, 33 Fontanskaya road, Odessa, Ukraine
Bozhkova Viktoriya: Sumy State A. S. Makarenko Pedagogical University, 87 Romenskaya str., Sumy, Ukraine
Chayen Samuel: Sumy State University, 2 R.-Korsakova str., Sumy, Ukraine; Knesset (Israeli Parliament), Kiryat Ben-Gurion, Jerusalem, the State of Israel

Economics and Management, 2019, vol. 16, issue 1, 99-111

Abstract: The article deals with the analysis of theoretical and methodological bases of peace marketing as the sphere of social interaction of various subjects, oriented to formation of society’s negative attitude to any expression of aggression and support of peace all over the world. The aim of this research is to determine the theoretical and methodological bases of peace marketing. Accordingly, the set of the following challenges was formulated: to define peace marketing; determine the concept, mission of peace marketing, its purposes and tasks; outline the methodological foundations of marketing of peace; provide examples of implementation of peace marketing concept in practice; give recommendations for peace marketing development and improvement. The essence of peace marketing conception, its mission, goals and challenges are fully investigated. The methodology of peace marketing is outlined. The examples of implementation of peace marketing conception are provided, and the recommendations for its development and improvement are given.

Keywords: peace marketing; concept and methodology; mechanism; infrastructure support; institutional norms (search for similar items in EconPapers)
JEL-codes: M M30 (search for similar items in EconPapers)
Date: 2019
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