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 marketingtool, 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.
Keywords: marketing concepts in design, design as a marketingtool, trends in design marketing, value-oriented marketing, design thinking.
Highlights:
- the historical determinacy of a wider application of design as a marketing tool than marketing as a functional area of professional design activity has been revealed;
- knowledge of marketing concepts that can be practically applied in design has been systematized;
- a brief description has been given and the features of applying marketing concepts in design have been identified;
- the current topical trends in development of marketing too Is in design have been identified, the general characteristic of which is their compliance with the concept of Marketing 3.0;
- based on the analysis of current marketingtools in design, the value-oriented approach and taking into account the trend of convergence of the subject areas of design and marketing, a value-oriented concept of design thinking in design has been proposed, which allows combining the economic interest of an entrepreneur and their social responsibility to the consumer and society as a whole into a single system.
Natalia A. Suvorova, Larisa V. Tabak - Sochi State University, Sochi, Russia