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Третья Мировая Война. Между Потребителями

Listed author(s):
  • Шпиллер Юрий Алексеевич
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    В статье предложено рассматривать бренд как социологический феномен, поскольку связь маркетинга высокого уровня с общественной психологией неоспорима. Если раньше рассматривалась только вовлеченность потребителя в процесс покупки, то теперь в центре внимания маркетологов – вовлеченность производителя в процесс потребления. Специфика формирования бренд-потребности заключается в том, что используется не логика аргументов и доказательств, а сила «легенды» и механика вовлеченности в нее. По мнению автора, инициатива потребления – движущая сила смены приоритетов, продуктов, инструментов борьбы, естественного отбора брендов, эволюции рынка в целом.

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    Article provided by CyberLeninka & Общество с ограниченной ответственностью «Постскриптум» in its journal Экономикс.

    Volume (Year): (2014)
    Issue (Month): 2 ()

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    Handle: RePEc:scn:031885:15541796
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