COGNITIVE MARKETING CONCEPT: GENESIS AND MANAGEMENT PERSPECTIVES

Abstract

The aim of the research is to develop the theoretical basis of training of consumers by firms through educational tools of relationship marketing based on systematization of works on the cognitive concept of marketing. The key idea of the cognitive marketing concept is, primarily, that marketing is evolving and perceived in a broader sense than before, getting the ability to perform the function of the influence on and development of consumer consciousness. The research relies on the analysis and synthesis of the theoretical background of the cognitive marketing concepts development and on the generalization and analogy methods. The level understanding of the cognitive marketing basics (cognitive marketing concept), largely related to the consumption technology concept, which can be influenced by government and business structures, is still insufficient in the current economic conditions. The article features the results of theoretical analysis of the key ideas, theories and concepts, which underlie the cognitive marketing concept. The importance of the results is to identify the urgent research areas in this field, including those in the context of companies at regional and municipal levels. The article summarizes theoretical grounds for the cognitive marketing concept formation and identifies its development trends considering modern scientific research results.