Маркетинг сотворчества и глобальные коммуникации доверия
Current monograph is devoted to the processes of transforming marketing activities under
the infl uence of technology changes, massive business environment digitalization and its implications
for consumer behavior. The focus of the monograph is made on evolution and innovations in marketing
models – both in Russia and abroad, as well as transition to the focus on consumer experience, value
co-creation within sharing economy practices, specifi cs of adapting strategic marketing to the era of
global resources and competences integration.
The monograph is targeting scholars, faculty, doctoral and master students, government and
business specialists, interested in marketing and marketing models innovations in the context of digital
transformation and diff usion of collaborative consumption.