Концептуальні та методологічні засади маркетингу миру в умовах глобалізації
Вантажиться...
Дата
2018
ORCID
DOI
Науковий ступінь
Рівень дисертації
Шифр та назва спеціальності
Рада захисту
Установа захисту
Науковий керівник
Члени комітету
Видавець
НТУ "ХПІ"
Анотація
Світ стає все більше відкритим, але й все більше вимогливим до питань безпеки, толерантності, умиротворення. Сучасні процеси глобалізаційних перетворень торкнулись всіх сфер діяльності, і, в першу чергу, маркетингу. Тому сучасним викликом розвитку маркетингу є формування концепції та методології маркетингу миру в умовах глобалізації. Метою дослідження є визначення концептуальних та методологічних засад маркетингу миру в умовах глобалізації. Відповідно до поставленої мети було сформульовано комплекс наступних завдань: - сформулювати визначення маркетингу миру, методології маркетингу миру, концепції та місії маркетингу миру; - окреслити головні завдання маркетингу миру; - деталізувати концепцію та методологію маркетингу миру; - навести приклади реалізації концепції маркетингу миру на практиці; - надати рекомендації щодо розвитку й удосконалення маркетингу миру. В основу вирішення поставленої цілі покладено адаптацію теоретичних положень сучасного маркетингу, а також концепції та метод ології некомерційного маркетингу. Отримані результати дозволяють констатувати формування концептуальних і методологічних засад маркетингу миру в умовах глобалізації.
The world is becoming more open, but increasingly demanding in matters of security, tolerance, pacification. Modern processes of globalization transformations have affected all spheres of activity, and, first of all, marketing. Therefore, the modern challenge of marke ting development is the formation of the concept and methodology of marketing of peace in the conditions of globalization. The aim of this research is to determine the conceptual and methodological foundations of peace marketing. Accordingly, the set of the following challenges was formulated: - to define peace marketing, peace marketing methodology, concept and mission of peace marketing; - outline the main tasks of peace marketing; - to detailing the concept and methodology of peace marketing; - to provide examples of implementation of peace marketing concept in practice; - to give recommendations for peace marketing development and improvement. The basis of the solution of this goal is the adaptation of the theoretical provisions of modern marketing, as well as the concept and methodology of non-commercial marketing. The following results are obtained: 1. The availability of existence of peace marketing has been proved as a separate type of marketing activity in the field of social interaction of various entities, aimed at forming a negative attitude of society towards any manifestations of aggression and support for peace throughout the world. 2. The expediency and necessity of using peace marketing by all progressive countries has been justified. 3. The concept of peace marketing, based on the generally accepted world-wide concept of "4P" by F. Kotler and aimed at shaping the world public opinion towards the condemnation of aggressors and all those who support them, has been defined. 4. The mission of peace marketing, its goals and objectives, which are generally aimed at establishing peace and mutual understanding among people all over the world, have been identified. The methodological foundations of marketing of peace, which include principles, institutional norms, infrastructure provision, mechanisms, models of development, have been outlined; 5. Author's definition and detailed methodology of marketing of peace, which includes a set of general social situations of being and peaceful coexistence, as well as specialized tools covering the system of laws, laws, rules, principles, institutional norms, mechanisms, models of development and infrastructure subjects, are provided. 6. The examples of implementation of peace marketing concept in practice have been given; 7. The recommendations for peace marketing development and improvement have been formulated. The obtained results allow to state the formation of conceptual and methodological foundations of peace marketing in the conditions of globalization.
The world is becoming more open, but increasingly demanding in matters of security, tolerance, pacification. Modern processes of globalization transformations have affected all spheres of activity, and, first of all, marketing. Therefore, the modern challenge of marke ting development is the formation of the concept and methodology of marketing of peace in the conditions of globalization. The aim of this research is to determine the conceptual and methodological foundations of peace marketing. Accordingly, the set of the following challenges was formulated: - to define peace marketing, peace marketing methodology, concept and mission of peace marketing; - outline the main tasks of peace marketing; - to detailing the concept and methodology of peace marketing; - to provide examples of implementation of peace marketing concept in practice; - to give recommendations for peace marketing development and improvement. The basis of the solution of this goal is the adaptation of the theoretical provisions of modern marketing, as well as the concept and methodology of non-commercial marketing. The following results are obtained: 1. The availability of existence of peace marketing has been proved as a separate type of marketing activity in the field of social interaction of various entities, aimed at forming a negative attitude of society towards any manifestations of aggression and support for peace throughout the world. 2. The expediency and necessity of using peace marketing by all progressive countries has been justified. 3. The concept of peace marketing, based on the generally accepted world-wide concept of "4P" by F. Kotler and aimed at shaping the world public opinion towards the condemnation of aggressors and all those who support them, has been defined. 4. The mission of peace marketing, its goals and objectives, which are generally aimed at establishing peace and mutual understanding among people all over the world, have been identified. The methodological foundations of marketing of peace, which include principles, institutional norms, infrastructure provision, mechanisms, models of development, have been outlined; 5. Author's definition and detailed methodology of marketing of peace, which includes a set of general social situations of being and peaceful coexistence, as well as specialized tools covering the system of laws, laws, rules, principles, institutional norms, mechanisms, models of development and infrastructure subjects, are provided. 6. The examples of implementation of peace marketing concept in practice have been given; 7. The recommendations for peace marketing development and improvement have been formulated. The obtained results allow to state the formation of conceptual and methodological foundations of peace marketing in the conditions of globalization.
Опис
Ключові слова
міжнародна діяльність, товаровиробники, війна, сталий розвиток, Монреальський протокол, peace marketing, concept, methodology, globalization, war, peace
Бібліографічний опис
Божкова В. В. Концептуальні та методологічні засади маркетингу миру в умовах глобалізації / В. В. Божкова, О. В. Прокопенко, С. Чейн // Вісник Національного технічного університету "ХПІ" (економічні науки) = Bulletin of the National Technical University "KhPI" (economic sciences) : зб. наук. пр. – Харків : НТУ "ХПІ", 2018. – № 37 (1313). – С. 132-137.