CONVERGENT CONCEPT OF BRANDING FOR CORPORATE BEHAVIORAL PROJECTING
https://doi.org/10.21686/2413-2829-2015-5-119-131
Abstract
Socially important projects aiming at customer behaviour and solutions influence lately both society and work of separate companies, governmental institutions and the whole state. The article provides the concept of convergent customer-behaviour, where special attention is paid to convergence of sciences not very closely connected with each other, for example economics and physiology, marketing and project management, sociology and psychology, behaviorism and conflictology, inter-person communication and innovating. At the same time the authors write that theory and methodology of these sciences are complementary in respect to the most important aspects of human activity affecting the quality of society life in general or its part. The focus of assessing the results of projecting technical (technological) or social innovations should be moved to humanization of the goals and socialization of problems resolved. Convergence of scientific tools designed by the authors for such projecting evolve the concept of projecting into socio-technical model.
About the Authors
Vladimir M. Kiselev
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Doctor of Sciences, Professor, Head of the Department for Advertising, Design and Public Relations of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Oksana V. Korkacheva
Kemerovskiy Technological Institute of Food Industry (University)
Russian Federation
Russian Federation
PhD, Senior Lecturer of the Department for Organization and Enterprise Economy of the Kemerovskiy Technological Institute of Food Industry (University)
47 Stroiteley Boul., Kemerovo, 650056, Russian Federation
Sergey V. Savinkov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
PhD, Senior Lecturer of the Department for Advertising, Design and Public Relations of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Andrey V. Ivanov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Design and Public Relations of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Anna V. Fedorova
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Design and Public Relations of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
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Review
For citations:
Kiselev V.M., Korkacheva O.V., Savinkov S.V., Ivanov A.V., Fedorova A.V. CONVERGENT CONCEPT OF BRANDING FOR CORPORATE BEHAVIORAL PROJECTING. Vestnik of the Plekhanov Russian University of Economics. 2015;(5):119-131. (In Russ.) https://doi.org/10.21686/2413-2829-2015-5-119-131
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