Этические проблемы Buzz-маркетинга в современном обществе

Abstract

In today's world, consumers are rapidly losing their sensitivity to traditional marketing methods, prompting companies to constantly improve their marketing strategies and tactics. Lateral marketing is a method of finding non-standard market solutions that allow to develop new products, find new market niches, and make a breakthrough in business. At the macro level, the desire to gain a competitive advantage motivates marketers to use new marketing tactics, which many consider as unethical ways to promote. One of the methods of “non-standard” promotion of goods and services is buzz-marketing.