IDEAS home Printed from https://ideas.repec.org/a/aca/journl/y2019id184.html
   My bibliography  Save this article

The preconditions for the development of humanistic marketing in the nowadays context

Author

Listed:
  • N. I. Arkhipova
  • M. T. Gurieva

Abstract

The article analyzes the existing preconditions for transition to a new marketing concept – humanistic marketing. The development of the marketing and its penetration into more and more spheres of life leads to constant increase in the level of meeting the needs of a person. At the same time, it quite paradoxically results in a substantial number of negative consequences for the society as a whole and for a person. Some authors point out the dehumanizing influence of marketing at several levels –the human person, communities, society and resources. That is facilitated by both the increasing processes of globalization and the achievements in scientific and technological progress, which make it possible to use, for example, the instruments of digital marketing to collect and analyze consumer data for consequent influencing his choice. As the positive impact of marketing concept upon an economy is also incontestable, there appears a clear need for both the producers and consumers to move to a new concept of humanistic marketing.

Suggested Citation

  • N. I. Arkhipova & M. T. Gurieva, 2019. "The preconditions for the development of humanistic marketing in the nowadays context," RSUH/RGGU BULLETIN. Series Economics. Management. Law, Russian State University for the Humanities (RSUH), issue 1.
    • Handle: RePEc:aca:journl:y:2019:id:184
    DOI: 10.28995/2073-6304-2019-1-8-18
    as

    Download full text from publisher

    File URL: https://economics.rsuh.ru/jour/article/viewFile/184/181
    Download Restriction: no
    File URL: https://libkey.io/10.28995/2073-6304-2019-1-8-18?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aca:journl:y:2019:id:184. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ð ÐµÐ´Ð°ÐºÑ†Ð¸Ñ (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.