KFU. Card publication. Human-Centric Marketing in the Digital Era

KAZAN
FEDERAL UNIVERSITY

- RUS
- 中文
- ES

HUMAN-CENTRIC MARKETING IN THE DIGITAL ERA

Form of presentation

Articles in Russian journals and collections

Year of publication

2020

Язык

английский

Authors, employees of KFU

Mukhametshina Gulnaz Rasimovna, author

Bibliographic description in the original language

Agafonova A.N., Yakhneeva I.V., Mukhametshina G.R. (2021) Human-Centric Marketing in the Digital Era. In: Ashmarina S.I., Horák J., Vrbka J., Šuleř P. (eds) Economic Systems in the New Era: Stable Systems in an Unstable World. IES 2020. Lecture Notes in Networks and Systems, vol 160. Springer, Cham. https://doi.org/10.1007/978-3-030-60929-0_2

Annotation

Economic Systems in the New Era: Stable Systems in an Unstable World

Keywords

Corporate social responsibility, Digital responsibility, Human marketing Societal marketing

The name of the journal

Economic Systems in the New Era: Stable Systems in an Unstable World

URL

https://doi.org/10.1007/978-3-030-60929-0_2

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=240081&p_lang=2

Full metadata record

Field DC	Value	Language
dc.contributor.author	Mukhametshina Gulnaz Rasimovna	ru_RU
dc.date.accessioned	2020-01-01T00:00:00Z	ru_RU
dc.date.available	2020-01-01T00:00:00Z	ru_RU
dc.date.issued	2020	ru_RU
dc.identifier.citation	Agafonova A.N., Yakhneeva I.V., Mukhametshina G.R. (2021) Human-Centric Marketing in the Digital Era. In: Ashmarina S.I., Horák J., Vrbka J., Šuleř P. (eds) Economic Systems in the New Era: Stable Systems in an Unstable World. IES 2020. Lecture Notes in Networks and Systems, vol 160. Springer, Cham. https://doi.org/10.1007/978-3-030-60929-0_2	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=240081&p_lang=2	ru_RU
dc.description.abstract	Economic Systems in the New Era: Stable Systems in an Unstable World	ru_RU
dc.description.abstract	The purpose of the article is to test assumptions about the appropriateness of the human-centric marketing concept in the digital era in terms of consumer perception and risks of social nature. Authors address the problem of distrust towards CSR programs in the digital business from both audience and business partners and identify related social opportunities and risks. The research reveals that the directions of social responsibility implementation in the digital environment are different, programs are inconsistent and implemented within the concepts of the societal marketing, the value marketing and traditional marketing concept. For the most part, the management of Russian IT companies do not perceive social responsibility as a significant part of business activity in the digital environment and do not make haste to assume obligations, including corporate digital responsibility. Success in human-centric marketing in the digital era depends on the awareness of the strategic value and	ru_RU
dc.language.iso	ru	ru_RU
dc.subject	Corporate social responsibility	ru_RU
dc.subject	Digital responsibility	ru_RU
dc.subject	Human marketing Societal marketing	ru_RU
dc.title	Human-Centric Marketing in the Digital Era	ru_RU
dc.type	Articles in Russian journals and collections	ru_RU