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Emotional Marketing Concept: The New Marketing Shift in the Postmodern Era
Business: Theory and Practice
View Archive Info| Field | Value | |
| Title |
Emotional Marketing Concept: The New Marketing Shift in the Postmodern Era
Emocinis marketingas: nauja marketingo kryptis postmodernioje epochoje |
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| Creator |
Rytel, Tomas
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| Subject |
postmodern era; relationship Exchange; socioemotional relations; symbolic meanings; symbolic Exchange; emotional marketing
postmoderni epocha; santykių mainai; socioemociniai santykiai; simbolių prasmės; simbolių mainai; emocinis marketingas |
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| Description |
The paper provides key assumptions for the development of the new theory shift, emotional marketing, as a natural outcome of the postmodern (consumer) society conditioned by the increasing need for consuming symbolic senses. Symbolic features of exchange objects shape the needs of the contemporary consumer, having a greater impact on their choice on the market. Emotional exchange factors affected by the increasing culture of consuming symbols become the key attribute of exchange in the postmodern era, therefore formation of the emotional marketing concept becomes a relevant object of research in contemporary marketing management. The increasing significance of symbols (their meanings and senses) in the contemporary consumer society becomes the key consumption stimulating factor and forms a new ethos of consumption, which triggers development of new marketing shifts.
Straipsnyje pateikiamos pagrindinės prielaidos naujai – emocinio marketingo – teorijos krypčiai plėtotis kaip natūrali postmodernios epochos išdava, nulemta vis didėjančios simbolinių prasmių reikšmės šiuolaikiniuose rinkos mainuose. Emociniai mainų veiksniai, veikiami psichosimbolinių prekių ženklų ar kitų mainų objektų požymių, formuoja šiuolaikinio vartotojo poreikius, darydami didesnę įtaką jo pasirinkimui rinkoje. Straipsnyje siekiama išryškinti vis didėjančią emocinių veiksnių įtaką šiuolaikiniuose rinkos mainuose tarp įmonės ir vartotojo, pagrindiniu šiuos procesus katalizuojančiu veiksniu laikant simbolius ir jiems suteikiamas reikšmes bei prasmes, kurios skatina naujos marketingo krypties (koncepcijos) formavimąsi, akcentuojant didėjančią emocinio ryšio tarp skirtingų rinkos dalyvių reikšmę. Didėjanti simbolių (jų reikšmių ir prasmių) reikšmė šiuolaikinėje visuomenėje tampa esminiu vartojimą skatinančiu veiksniu, formuoja naują etosą, kurio poreikiams rinkoje valdyti būtinos naujos marketingo kryptys. |
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| Publisher |
Verslas: Teorija ir Praktika / Business: Theory and Practice
Business: Theory and Practice / Verslas: Teorija ir Praktika |
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| Date |
2011-01-26
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion |
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| Format |
application/pdf
application/pdf |
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| Identifier |
http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.04
10.3846/btp.2010.04 |
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| Source |
Verslas: Teorija ir Praktika / Business: Theory and Practice; Vol 11, No 1 (2010); 30-38
Business: Theory and Practice / Verslas: Teorija ir Praktika; Vol 11, No 1 (2010); 30-38 |
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| Relation |
http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.04/4
http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.04/pdf |
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| Rights |
Authors contributing to Business: Theory and Practice agree to publish their articles under the Creative Commons Attribution-NonCommercial 4.0 license, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear.Authors retain copyright of their work, with first publication rights granted to Vilnius Gediminas Technical University (VGTU) Press. However, authors are required to transfer copyrights associated with commercial use to the Publisher. Revenues from commercial sales are used to keep down the publication fees. Moreover, a major portion of the profits generated from commercial sales is placed in a fund to cover publication fees for researchers from developing nations and, in some cases, for young researchers.
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