Поведение потребителей и маркетинговые коммуникации: ценностный подход

Consumer behavior and marketing communication: value approach

Nadezhda Popova and Olga Sosnova
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Olga Sosnova: Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics

Traektoriâ Nauki = Path of Science, 2015, vol. 1, issue 5, 2.6-2.11

Abstract: В статье рассматриваются проблемы взаимосвязи поведения потребителей и маркетинговых коммуникаций. Раскрываются возможности влияния маркетинговых коммуникаций, апеллирующих к ценностям потребителей, на их поведение.

Keywords: поведение потребителей; маркетинговые коммуникации; ценности потребителей; информатизация общества; consumer behavior; marketing communications; consumer values; information society. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2015
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