Возможности применения маркетинга впечатлений в продвижении территории: теоретический и практический аспекты
Dolgova I.V.1
1 Северо-Кавказский институт – филиал Российской академии народного хозяйства и государственной службы при Президенте Российской Федерации
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Journal paper
Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 8, Number 2 (April-June 2018)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=37298937
Cited: 12 by 07.12.2023
Abstract:
The article considers the essence of the concept and the main ideas of marketing impressions. The ideas about the transformation of the marketing complex 4P in relation to this area are summarized. The relationship of brand experience and brand, the ability of the brand to create impressions is presented. The foreign and Russian experience in the use of experience marketing tools, event tourism and event marketing, to promote the territory is analyzed. The activities of marketing impressions to promote the brand of the resort area are suggested.
Keywords: brand, event marketing, event tourism, marketing of territories, marketing experience, resort areas
JEL-classification: M31, Z33, L83
References:
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Globova S.A. (2013). Zarubezhnyy opyt primeneniya sobytiynogo marketinga kak instrumenta povysheniya turisticheskoy privlekatelnosti territorii [Foreign experience of the use of event marketing as a tool to enhance the tourist potential of the area] Problems and prospects of Economics and management. 137-140. (in Russian).
Keller K. L. (2005). Strategicheskiy brend-menedzhment: sozdanie, otsenka i upravlenie marochnym kapitalom [Strategic brand management: creating, assessment and management of brand capital] Moscow: Izdatelskiy dom «Vilyams». (in Russian).
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Pekar V. (2009). Vvedenie v ekonomiku vpechatleniy [Introduction to the experience economy]. Byulleten ukrainskogo upravlencheskogo kluba «Top Klub». (1). 17-25. (in Russian).
Shmitt B. (2001). Empiricheskiy marketing: Kak zastavit klienta chuvstvovat, dumat, deystvovat, a takzhe sootnosit sebya s vashey kompaniey [Experiential marketing: How to get the client to feel, think, act and relate yourself with your company] Moscow: FAIR-PRESS. (in Russian).
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Slogotskiy D.A. (2016). Событийный маркетинг как инструмент повышения туристической привлекательности территории Альманах теоретических и прикладных исследований рекламы. (1). 96-99.
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Международный Платоновский фестиваль искусствEventsinrussia.com. (in Russian). Retrieved January 13, 2018, from http://eventsinrussia.com/event/17650
Международный мотофестиваль St.Petersburg Harley DaysEventsinrussia.com. Retrieved January 13, 2018, from http://eventsinrussia.com/event/14422
Международный фестиваль уличных театров в АрхангельскеInfagrad.ru. (in Russian). Retrieved January 12, 2018, from http://infagrad.ru/slk/firms.html?id=457
Минкавказ: развитие гастрономического туризма поможет привлечь туристов в СКФОTass.ru. (in Russian). Retrieved December 19, 2018, from http://tass.ru/severnyy-kavkaz/4773875
Праздник выпускников петербургских школ «Алые Паруса»Eventsinrussia.com. (in Russian). Retrieved January 13, 2018, from http://eventsinrussia.com/event/18155
Предпочтения потребителей в выборе национальных блюд остаются стабильными, несмотря на кризисMarketing.rbc.ru. (in Russian). Retrieved December 19, 2018, from https://marketing.rbc.ru/articles/1715/
Фестиваль «Небесная ярмарка Урала 2017»Aviaport.ru. (in Russian). Retrieved January 12, 2018, from https://www.aviaport.ru/events/uraloved2017/
Babkin A.V. (2008). Spetsialnye vidy turizma [Special types of tourism] Rostov-n/D: Feniks. (in Russian).
Bebenina A.O. (2016). Sovershenstvovanie instrumentov marketinga vpechatleniy v usloviyakh sovremennogo rossiyskogo rynka [Improving the tools of marketing experience in the modern Russian market]. Science Almanac. (6-1). 38-42. (in Russian).
Brownsell Alex Six things brands should know about experience marketingCampaignlive.co. Retrieved December 16, 2017, from https://www.campaignlive.co.uk /article/six-things-brands-know-experience-marketing/1216926?src_site =marketingmagazine#5cOKxxCkvMC rgCRD.99
Charyeva M.O. (2016). Klyuchevye trendy razvitiya industrii pitaniya Rossii na sovremennom etape [The key trends of the food industry of Russia at the present stage]. Economic sciences. (11). 19-31. (in Russian).
Chesnokova M.S., Kirillovskaya A.A. (2013). Sovremennye instrumenty marketinga v Novoy ekonomike: marketing vpechatleniy [Modern marketing tools in the new economy: experiential marketing]. Marketing MBA. Marketingovoe upravlenie predpriyatiem. 6 (1). 159-171. (in Russian).
Donskikh S.V. (2014). Sobytiynyy turizm [Event tourism] Minsk : RIPO. (in Russian).
Globova S.A. (2013). Zarubezhnyy opyt primeneniya sobytiynogo marketinga kak instrumenta povysheniya turisticheskoy privlekatelnosti territorii [Foreign experience of the use of event marketing as a tool to enhance the tourist potential of the area] Problems and prospects of Economics and management. 137-140. (in Russian).
Keller K. L. (2005). Strategicheskiy brend-menedzhment: sozdanie, otsenka i upravlenie marochnym kapitalom [Strategic brand management: creating, assessment and management of brand capital] Moscow: Izdatelskiy dom «Vilyams». (in Russian).
Kotler F. (2011). Marketing 3.0: ot produktov k potrebitelyam i dalee - k chelovecheskoy dushe [Marketing 3.0: from products to consumers and further - to the human soul] Moscow: Eksmo. (in Russian).
Manikhin A.A. (2010). Mesto event-marketinga v komplekse marketingovyh kommunikatsiy [Place of event-marketing in a complex marketing communications]. Creative economy. (4). 135-143. (in Russian).
Pekar V. (2009). Vvedenie v ekonomiku vpechatleniy [Introduction to the experience economy]. Byulleten ukrainskogo upravlencheskogo kluba «Top Klub». (1). 17-25. (in Russian).
Shmitt B. (2001). Empiricheskiy marketing: Kak zastavit klienta chuvstvovat, dumat, deystvovat, a takzhe sootnosit sebya s vashey kompaniey [Experiential marketing: How to get the client to feel, think, act and relate yourself with your company] Moscow: FAIR-PRESS. (in Russian).
Shmitt B., Rodzhers D., Vrotsos K. (2005). Biznes v stile shou. Marketing v kulture vpechatleniy [Business in the style of the show. The marketing culture experiences] Moscow: Izdatelskiy dom "Vilyams". (in Russian).
Slogotskiy D.A. (2016). Событийный маркетинг как инструмент повышения туристической привлекательности территории Альманах теоретических и прикладных исследований рекламы. (1). 96-99.
Tomas Dzh. Piters (2011). Predstavte sebe! Prevoskhodstvo v biznese v epokhu razrusheniy [Imagine! Business excellence in the era of destruction] SPb: BestBusinessBooks. (in Russian).
Дударева Е. Фестиваль межкультурного общения и первозданной природной красотыKremlinrus.ru. (in Russian). Retrieved January 13, 2018, from http://www.kremlinrus.ru/news/119/69441/
Международный Платоновский фестиваль искусствEventsinrussia.com. (in Russian). Retrieved January 13, 2018, from http://eventsinrussia.com/event/17650
Международный мотофестиваль St.Petersburg Harley DaysEventsinrussia.com. Retrieved January 13, 2018, from http://eventsinrussia.com/event/14422
Международный фестиваль уличных театров в АрхангельскеInfagrad.ru. (in Russian). Retrieved January 12, 2018, from http://infagrad.ru/slk/firms.html?id=457
Минкавказ: развитие гастрономического туризма поможет привлечь туристов в СКФОTass.ru. (in Russian). Retrieved December 19, 2018, from http://tass.ru/severnyy-kavkaz/4773875
Праздник выпускников петербургских школ «Алые Паруса»Eventsinrussia.com. (in Russian). Retrieved January 13, 2018, from http://eventsinrussia.com/event/18155
Предпочтения потребителей в выборе национальных блюд остаются стабильными, несмотря на кризисMarketing.rbc.ru. (in Russian). Retrieved December 19, 2018, from https://marketing.rbc.ru/articles/1715/
Фестиваль «Небесная ярмарка Урала 2017»Aviaport.ru. (in Russian). Retrieved January 12, 2018, from https://www.aviaport.ru/events/uraloved2017/
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