IS THERE A GLOBAL CONSUMER

Neviana Krasteva

Yearbook of the Faculty of Economics and Business Administration, Sofia University, 2018, vol. 15, issue 1, 59-74

Abstract: The article deals with some of the modern trends in the development of the marketing concept. The argument is presented that classical marketing is losing its importance; the defining characteristics of the future marketing model are discussed: global consumer’s culture – globalization through higher mobility, mass media, music, sport are studied. Further studies are made into the nature of similar and different types of consumer behavior. Some of the applications of new culture in marketing are shown, along consequences of the development of the marketing concept in Bulgaria.

Keywords: marketing; global consumer; new media; new culture. (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2018
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