Abstract

The aim of this article. The paper presents the ways of transforming of a purely economic category – marketing – in the information environment of a big modern city in its social and communication category. To do this, we considered the existing theoretical and methodological approaches to modern marketing communications and marketing opportunities as a social process that promotes productive dialogue between society and business. We proved the existence of inexhaustible possibilities of social potential of marketing communications in the context of the formation of the modern information environment of the big city, and developed practical recommendations in respect of its maximum usage in the modern world. The results of the analysis. Analysis of the phenomenon of “big modern city” has shown that its political, economic and cultural structural and functional attributes of reality are inextricably linked to corresponding images and brands, emerging in the process of self-organization or political business organization. However, there is a set of social codes and markers characteristic of population of a specific city, the use of which in communication with the population of this city is appropriate and productive. In their forming the crucial role is played by history and traditions of the city, demographics, infrastructure, geographic location, national and cultural differences, etc., which define the uniqueness of each city. It is no exaggeration to say that all the above definitions is the ideological component of the social potential of marketing communication and should not be neglected in the dialogue between the manufacturer (seller) and the consumer (city resident). Conclusions and further research perspectives. Thus, the urban information environment as a place of the highest concentration of marketing practices is a unique platform for monitoring, analyzing and searching for new social resources. Therefore, further research should focus not only on the unification of marketing communications with the mass media, practiced at the time, but on the search for new ways to maximize the use of the social potential of marketing communications. It is also clear that the improvement of marketing communications requires further professional discussions of scientists and practitioners in the context of sustainable development of a big modern city. 

Keywords: marketing, social and communication marketing category, social process, dialogue, society, business

JEL Classification: М30, М31.

Cite as: Novikova M. & Gaiduchenko, S. (2016). Social potential of marketing communications in modern city. Marketing and Management of Innovations, 4, 85-91. https://doi.org/10.21272/mmi.2016.4-06

This work is licensed under a Creative Commons Attribution 4.0 International License

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