IDEAS home Printed from https://ideas.repec.org/p/sek/ibmpro/2304060.html
   My bibliography  Save this paper

Armed Conflict's Influence on Marketing

Author

Listed:
  • Neviana Krasteva

    () (Sofia University \)

Abstract

The article deals with some of the modern trends in the development of the marketing concept and the military impact on them. The end of the Cold War dramatically changed the perception about the international security environment concept. The downfall of the Eastern Bloc led to the growth of initial wave of hope and reductions in the military spending, but not long after that it became obvious that the world was still a dangerous place and there were many other conflicts that were not resolved and just waiting to escalate. The essence of conflicts has changed. They were domestic rather than international and many scholars focused upon the influence of civil wars over economics. However, those conflicts remained isolated and in the absence of major conflicts such as the Cold War, the path to the development of the global economy and marketing was clear.The simplest attempt for classification of the military conflicts would divide them into two characteristic types: more likely political (i.e. to impose a specific model of policy, political regime, ideological domination or some form of dictatorship?), or rather economical (for seizing and redistributing of markets, of strategic logistic locations or areas rich in raw materials and resources?). Most often the questions circle around/about clarifications who against who, where, with what ways and what purposes it gives one (or several) military conflicts and in the matter of this circle begins the upgrading - for the motives, interests, the ?aggressor? and the ?aggrieved party? are defined, inevitably some conclusions are made for the ratio justice/injustice etc. ? this provides an incentive for conversations, which are too often emotional and make an endless subjective spiral. In the article 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 during military conflicts. Some of the applications of new culture in marketing are shown, along consequences of the development of the marketing concept in Bulgaria.

Suggested Citation

  • Neviana Krasteva, 2015. "Armed Conflict's Influence on Marketing," Proceedings of Business and Management Conferences 2304060, International Institute of Social and Economic Sciences.
  • Handle: RePEc:sek:ibmpro:2304060
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/business-management-conference-vienna/table-of-content/detail?cid=23&iid=011&rid=4060
    File Function: First version, 2015
    Download Restriction: no

    More about this item

    Keywords

    marketing; global consumer; new media; new culture; military conflicts;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:sek:ibmpro:2304060. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Klara Cermakova). General contact details of provider: https://iises.net/ .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.