Traditional marketing modification in experience economy as a modern concept of sales management in service market

Don State Technical University, 344000 Rostov-on-Don, Russian Federation

^* Corresponding author: polina-ne@mail.ru

Abstract

Today we witness a continuous "human and his needs complication" associated with the scientific and technological process, changes in the sociocultural component of society, the development of market economy, etc. Various factors that affect society development have caused a qualitative change in the structure of human needs. With the intensive growth of supply in the market of goods and services, organisations face increased competition in various sectors of the economy. This raises a research question related to the identification of new approaches to the development of enterprise competitiveness and better satisfaction of human needs through the prism of impression marketing. The main objective of this study is to determine the vectors of application of tools and methods of impression marketing in business and their ways to assess their effectiveness. For this purpose, within the framework of the theoretical component, an analysis of conceptual and empirical articles contained in the Scopus database, Web of Science, as well as relevant information obtained through the study of articles by Russian academics in specialised journals, monographs, and conference abstracts is made. The scientific results obtained in the course of the research allow an increment of knowledge on the issue of application of tools and methods of impression marketing in sales management in the service market. The application of the research results in organisations selling services will allow to change the concept of promotion and implementation of services through the prism of impression marketing, taking into account consumer experience and identifying the most effective points of contact of consumers.