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New marketing technology: transfer of basic value as an effective mechanism of impact on stakeholders

Author

Listed:
  • Pashkus, N.

    (Marketing and Strategic Planning Department of the Herzen State Pedagogical University)

Abstract

This paper focuses on new marketing technologies which use transfer of the basic values of the organization to promote its products and services among stakeholders. Transfer of basic values allows the company to secure its competitive position as a result of creation of a new market niche. This technology seems especially effective for small innovative firms. Value-oriented management can be the condition of survival and growth for small innovative firms in the new global business environment. Value-oriented management contributes to early detection and consolidation of instrumental values, providing a high competitive status of the company.

Suggested Citation

  • Pashkus, N., 2013. "New marketing technology: transfer of basic value as an effective mechanism of impact on stakeholders," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, July.
    • Handle: RePEc:mmb:journl:articl_v2_15_13
    as

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    File URL: http://www.marketing-mba.ru/article/v2_13/PashkusN.pdf
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    References listed on IDEAS

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    1. Sonia Bhalotra & Arthur van Soest, 2004. "Birth Spacing and Neonatal Mortality in India: Dynamics, Frailty and Fecundity," Bristol Economics Discussion Papers 04/567, School of Economics, University of Bristol, UK.
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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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