Conceptual foundations of marketing in design
Abstract
The relevance of the research topic is due, on the one hand, to the active development of creative industries both in the world and in Russia, and, on the other hand, to the insufficient development of practical tools and mechanisms of marketing concepts in design as a mechanism for increasing efficiency of professional activity, which is due to the historically established tradition of using design as a marketing tool, and not vice versa. The article systematizes the data on classical marketing concepts in design, gives a brief description of current trends in design marketing, and proposes a value-oriented concept of design thinking marketing as a result of the convergence of the subject areas of design and marketing.
About the Authors
N. A. Suvorova
Sochi State University
Russian Federation
Russian Federation
Natalia A. Suvorova
Candidate of Economic Sciences, Associate Professor of the Department of Architecture, Design and Ecology
Sochi
L. V. Tabak
Sochi State University
Russian Federation
Russian Federation
Larisa V. Tabak
Candidate of Economic Sciences, Associate Professor, Head of the Department of Architecture, Design and Ecology
Sochi
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Review
For citations:
Suvorova N.A., Tabak L.V. Conceptual foundations of marketing in design. Vestnik of Samara State University of Economics. 2025;1(11):37-49. (In Russ.)
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