Research of the innovative concept of emotional marketing
Автор: Zemlyannaya A.S., Savostin D.A.
Журнал: Международный журнал гуманитарных и естественных наук @intjournal
Рубрика: Экономические науки
Статья в выпуске: 7-2 (46), 2020 года.
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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