Research of the innovative concept of emotional marketing

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The article considers the approaches of Russian and foreign authors to the concept of emotional marketing. The authors conducted a Desk study and identified features characteristic of this concept, as well as identified the types of emotions that affect consumer choice.

Emotional marketing, innovative marketing concepts, emotions in marketing, consumer behavior, consumer emotions

Короткий адрес: https://sciup.org/170187941

IDR: 170187941   |   DOI: 10.24411/2500-1000-2020-10898

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