CO CREATION OF VALUE AS A TREND IN CONTEMPORARY MARKETING

Neviana Krasteva

Yearbook of the Faculty of Economics and Business Administration, Sofia University, 2019, vol. 17, issue 1, 149-168

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: co creation of value. Further studies are made into the nature of similar and different types of consumer behavior in circumstances of co creation. Some of the applications and examples of new culture in marketing are shown, along with consequences of the development of the marketing concept.

Keywords: marketing; marketing mix; co creation of value. (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2019
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