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• W4385340198 abstract "The development of the traditional concept of behavioural marketing has contributed to the formation of excessive consumption, the use of marketing innovations by enterprises with a dominant position in the market leads to a reduction in the life cycle of the product. In this context, a research question arises regarding the role that marketing should currently play and the problems associated with its concept arising from sustainable development. The main purpose of this study is to determine the changes taking place in the distribution systems of enterprises in the context of sustainable development and to propose tools for the implementation of a marketing-oriented approach. To do this, within the framework of the theoretical component, we analyze conceptual and empirical articles contained in the Web of Science database, as well as information obtained as a result of studying articles by Russian authors in specialized journals, monographs, and conference papers. The results obtained in the course of the study provide a deepening of knowledge about trends in distribution channels, for which, from the viewpoint of the marketing paradigm, the relational model seems to be a priority, allowing to use the benefits of finding compromises of interaction and exit for all participants. The use of an omnichannel distribution system allows the formation and implementation of mutually beneficial relations between all participants in economic exchange. This approach makes it possible to form new guidelines for sustainable, rational consumption based on the marketing mix of the omnichannel model." @default.
• W4385340198 created "2023-07-29" @default.
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• W4385340198 date "2023-01-01" @default.
• W4385340198 modified "2023-09-26" @default.
• W4385340198 title "Transformation of Distribution Channels Based on Marketing Interaction in Terms of Sustainable Development" @default.
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• W4385340198 doi "https://doi.org/10.1007/978-3-031-36960-5_104" @default.
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