Economic Analysis: Theory and Practice
 

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Macro-management methodology: reflexive approach to the management of consumer potential at the food market

Vol. 11, Iss. 2, JANUARY 2012

Available online: 13 January 2012

Subject Heading: THE THEORY AND METHODOLOGY OF THE ECONOMIC ANALYSIS

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Kuznetsova L.V. PhD in Economics, associate professor, department “Marketing”, Russian Correspondence Financial and Economic Institute
anod_ural@ufanet.ru

In the article the analysis of theoretical bases of management in consumer potential of the market of foodstuff is made. The dialectics of understanding by consumers of utility of foodstuff as bases of formation of a healthy food and a macro-marketing subject is considered. Features of institutional and reflective methodology of marketing are revealed. The model of reflective management in consumer potential of the market of foodstuff is offered.

Keywords: consumer potential, macro-marketing, foodstuff, reflective methodology, utility

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ISSN 2311-8725 (Online)
ISSN 2073-039X (Print)

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