E3S Web Conf.
Volume 210, 2020Innovative Technologies in Science and Education (ITSE-2020)
|Number of page(s)||7|
|Published online||04 December 2020|
Marketing orientation as a basis for retail structures’ innovative development
Don State Technical University, 344000, Rostov-on-Don, Russia
* Corresponding author: firstname.lastname@example.org
Transformation of trade processes together with a system approach is the prerequisite for research of marketing management of innovative development of trade enterprises. The development of theoretical and conceptual provisions of marketing management of retail structures’ (RS) innovative development is based on the study of the evolution of marketing concepts in conjunction with the genesis of retail trade, based on the change of technological structures. The transformation of retail trade development guidelines is determined, depending on changes in the subjects of influence. The most relevant concepts for innovative development are relationship marketing, co-creation marketing, customer experience marketing, and sustainable marketing. An integrated concept of marketing management of RS innovative development is proposed, the task of which is to provide catalyzing market innovation on the one hand and the resulting support for the commercialization of innovations. Based on the study of hierarchical relationships of marketing concepts in trade, features of innovative development of trade, the article defines the multi-paradigm of modern marketing in trade, which allows us to form the concept of marketing management of RS innovative development. Its content means the implementation of a customer-oriented and customer-involved retail enterprise management doctrine and is a process designed and managed by marketing, aimed at transforming technologies, methods, forms, and formats of trade
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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