Згідно з Наказом Міністерства освіти і науки України від 28.12.2019 № 1643
журнал внесено до Переліку наукових фахових видань України 
(категорії “Б”з економічних наук

Проводимо набір статей до публікації у науковому фаховому журналі "Вісник КНТЕУ" з економічних наук

HOLISTIC MARKETING IN THE FASHION INDUSTRY OF UKRAINE

Автор: Sveta on .

Cite as APA style citation
Il'chenko N., Vojnilovych V. Holistychnyj marketyng u feshn-industrii' Ukrai'ny. Visnyk Kyi'vs'kogo nacional'nogo torgovel'no-ekonomichnogo universytetu. 2020. № 5. S. 68-76.

FREE FULL TEXT (PDF)
DOI:  http://doi.org/10.31617/visnik.knute.2020(133)06

UDC 339.138
JEL Classification М30
 
ILCHENKO Nataliia,
DSc (Economics), Associate Professor,
Head of the Department of Trade Entrepreneurship and Logistics
of Kyiv National University of Trade and Economics
19, Kyoto str., Кyiv, 02156, Ukraine

E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її.
ORCID: 0000-0003-4052-571X

 
VOYNILOVYCH Vita,
PhD Student (Economics) of the Department of marketing
of Kyiv National University of Trade and Economics
19, Kyoto str., Kyiv, 02156, Ukraine

E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її.
ORCID: 0000-0001-6365-3744

HOLISTIC MARKETING IN THE FASHION INDUSTRY OF UKRAINE

The problems of the fashion industry development in the context of the recognition of the pandemic throughout the world are identified. An empirical study of the imple­mentation of holistic marketing by national and international retail chains of the fashion industry in Ukraine, associated with medium-sized businesses, has been carried out. It has been proven that for Ukrainian consumers the most important characteristic of social responsibility in a trading company is the quality of goods and the level of service that create a business reputation. The results of the study of the impact of quarantine on the development of retail chains in the Ukrainian fashion industry are presented.
Keywords: holistic marketing, relationship marketing, integrated marketing, inter­nal marketing, retail network, social and ethical marketing, fashion industry, corporate social responsibility.

REFERENCES

  1. Kotler, P., Keller, K., Koshy, A. & Jha, M. (2013). Marketing Management. South Asian Perspective. 13th Ed. Pearson [in Ukrainian].
  2. Laburtseva, O. I. (2011). Realization of current conceptual marketing in trading in the minds of informatization of national economy. Economic Journal of the XXI st., 11-12, 40-41 [in Ukrainian].
  3. Robul, Y. V. (2011). Holistic concept of marketing effectiveness. Marketing and innovation management, 4, 124-130 [in Ukrainian].
  4. Eunjoo, Cho, & Ann Marie, Fiore (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing, 32(4), 255-265. Doi: 10.1108/JCM-07-2014-1063 [in English].
  5. Rathnayaka, J., & Account, M. (2018). Role of Digital Marketing in Retail Fashion Industry: A Synthesis of the Theory and the Practice. Journal of Accounting & Marketing, 7, 279. Doi: 10.4172/2168-9601.1000279 [in English].
  6. Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motiva­tions. Journal of fashion marketing and management, 19(1), 22-40. Doi: 10.1108/JFMM-08-2013-0096 [in English].
  7. Cristina, Mele, Jacqueline, Pels, & Kaj, Storbacka (2014). A holistic market conceptualization. Journal of the Academy of Marketing Science. 43(1).100-114. Doi: 10.1007/s11747-014-0383-8 [in English].
  8. Richard, Hofmaier (2015). The holistic marketing, sales and customer manage­ment approach (B2B). Marketing, Sales and Customer Management (MSC). Doi: 10.1515/9783110410266-003 [in English].
  9. Aliekperova, N., Gubar, M., & Sakhnatska, N. (2020). Research on the using of the holistic marketing concept in the activity of Ukrainian pharmaceutical com­pany. Management of pharmacy, 1. Doi: 10.32352/0367-3057.1.20.03 [in Ukrainian].
  10. Dalibor, Dončić & Nenad, Perić & Radivoj, Prodanović (2015). Holistic Marketing in the Function of Competitiveness of the Apple Producers in Bosnia and Herzegovina. Economics of Agriculture, Institute of Agricultural Economics. Vol. 62(2), 1-15, June. Doi: 10.22004/ag.econ.206919 [in English].
  11. Everything is fine, we are falling, how Ukrainian retail works during the quarantine period – research Colliers. Retrieved from https://rau.ua/ru/news/ rytejl-v-peryod-karantyna [in Russian].
  12. Choi, H., Ko, E., Kim, E. Y., & Mattila, P. (2015). The role of fashion brand authen­ticity in product management: A holistic marketing approach. Journal of Product Innovation Management, 32(2), 233-242.Doi: 10.1111/jpim.12175 [in English].
  13. ISO 26000 SOCIAL RESPONSIBILITY. Retrieved from https://www.iso.org/ iso-26000-social-responsibility.html [in English].
  14. Novoseletskaya, L. Face masks instead of dresses. What and for whom Ukrai­nian designers sew in quarantine. focus.ua. Retrieved from https://focus.ua/ lifestyle/452761-moda_vo_vremia_chumy_ukrainskie_dizainery_shiut_zashchitnuiu_ odezhdu_dlia_medikov_vmesto_platev [in English].
  15. Let’s support our doctors: Ukrainian designers sew overalls for doctors. Retrieved from https://www.segodnya.ua/lifestyle/style/let-s-support-our-doctors- ukrainskie-dizaynery-shyut-specodezhdu-dlya-vrachey-1422766.html [in Ukrainian].