Inner drives: Is the future of marketing communications more sustainable when using backcasting?

Köves, Alexandra; Király, Gábor

doi:10.1016/j.futures.2021.102755

Cited by 5 publications

(4 citation statements)

References 29 publications

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“…Balázs et al [ 4 ] accomplished a participatory agenda-setting exercise for green services in Hungary to initiate social dialogue around green care in the country. In a recent backcasting exercise, Köves and Király [ 82 ] attempted to reorient marketing communication to support sustainability transitions in society. Within the framework of a similar backcasting project, Köves et al [ 84 ] anticipated the sustainable future of sports and identified potential intervention steps that can lead towards the imagined normative states.…”

Section: Results Of Reviewmentioning

confidence: 99%

A comprehensive review of Hungarian futures studies in light of international journal articles

Nováky

Kristóf

2022

Eur J Futures Res

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This article offers an overview of the evolution of Hungarian futures studies via a systematic literature review of articles with at least one Hungarian futurist (co-)author, published in high-ranking international or English-language Hungarian journals. The review reveals how researchers from a relatively small European country, where central planning had been applied for decades, have made their way to the pages of prestigious international journals and disseminated their results in a diverse range of articles to the global research community. The number of these publications has increased decade by decade. Results of statistical-based literature review demonstrate that research period and research topic are in strong association with the quality of journal articles, yet scientometric features of Hungarian futurist (co-)authors are not significant in this aspect. However, spectacular clustering of articles can be accomplished based on the citation statistics of Hungarian futurist (co-)authors.

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Section: Results Of Reviewmentioning

confidence: 99%

A comprehensive review of Hungarian futures studies in light of international journal articles

Nováky

Kristóf

2022

Eur J Futures Res

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“…1 Jelen cikkünkben a módszertan és a projekt eredményeinek bemutatásakor részben támaszkodtunk egy korábban megjelent, angol nyelvű cikkre (Ld. Köves & Király, 2021). 2 This article is an extended version of the paper given at the 'Pathways, Transitions and Backcasting for Low-Carbon and sustainable Lifestyles' workshop (7-8 October 2013, Rotterdam, The Netherlands).…”

Section: Végjegyzetunclassified

“…A tanulmányunk egy olyan folyamat megvalósulásának tanulságait mutatja be (Köves & Király, 2021) 1 , amelybe a kutatókat módszertani okokból hívták be egy marketingkommunikációs ügynökség, a Wavemaker Hungary Kft. projektjébe 2019-ben, azaz még a klímasztrájkok és a koronavírus járvány megjelenése előtt.…”

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A fenntarthatósági átmenet kihasználatlan erőforrásai Egy marketingiparági backcasting folyamat tanulságai

Köves

Király

2022

Veztud

Self Cite

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Napjainkban egyre nagyobb hangsúlyt kap a társadalmi és ökológiai transzformáció szükségessége, amelyben fontos szerep hárul a különböző iparágak szereplőire. 2018-ban egy részvételi backcasting projekt során a legnagyobb magyarországi marketingkommunikációs ügynökségben dolgozók arra kaptak felhatalmazást, hogy képzeljék el a szakmájuk jövőjét. A backcasting egy olyan szcenárióépítési folyamat, amely egy elképzelt pozitív jövőképből indul ki. Keretezés nélkül a munkatársak arra koncentráltak, hogy milyen szerepet tölthetne be a marketing egy olyan fenntarthatósági átmenetben, ahol mind a környezeti, mind a társadalmi igazságosság középpontba kerül. A projekt példát szolgáltat arra, hogy hogyan érdemes megfelelő tereket biztosítani ahhoz, hogy a „szennyező” iparágakban dolgozó munkatársak pozitív társadalmi hatásukkal kapcsolatos aspirációit, és a lehetséges negatív hatásokkal szemben érzett belső feszültségeit csatornázni lehessen. Ezáltal hozzájárulhatnak szakmai területeiken a fenntarthatósághoz vezető átmenetekhez, és a személyes meghasonlás csökkentésével megelőzhető, hogy az iparág elveszítse a társadalmi felelősséget érző munkavállalóit. A projekt tapasztalatai hozzájárulhatnak az üzleti és társadalmi modellek fenntarthatóbbá válásával kapcsolatos diskurzushoz.

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“…It is almost impossible to form the necessary level of demand, increase the degree of price receptivity and product value in the eyes of consumers nowadays without the effective use of marketing. In these realities there is a need to update marketing strategies that will correspond to contemporary reality (Crouch, 2001;Gromova, 2020;Heyets et al, 2019;Khatsaiuk et al, 2021;Köves & Király, 2021;Kholodenko & Stepanok, 2011;Kolesnikov, 2012;Leeflang et al, 2014;Melović et al, 2020;Ovcharuk et al, 2021;Rudenko, 2018;Saura, 2021;Shumaeva, 2014;Stallone et al, 2021;Zhou et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Trends in Digital Marketing in the Context of Information Society Development

Shevchenko

Taranenko

Yaremenko

et al. 2022

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This article examines the trends of digital marketing in the context of information society development. Under the influence of informatization of society, the spread of innovative development of the economic environment are transformed all its components, including changing approaches to marketing, which uses more and more digital opportunities to increase its efficiency. In society, specific relationships are formed associated with the search, receipt, transmission, production and dissemination of information using information technology. Under the influence of informatization of society, the contemporary consumer and his requirements are changing, which is reflected in marketing activities. The reaction to the growing role of social networks and communities in consumer buying behavior was the formation of crowd marketing. Digital marketing is a contemporary tool for promoting a product, brand or brand through digital channels, and also uses a number of techniques that allow you to reach your target audience even in an offline environment. Digital marketing means that consumers, customers or society at large can access any information they need. Today, digital marketing is becoming an increasingly important tool for promoting almost any type of product compared to traditional marketing.

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Inner drives: Is the future of marketing communications more sustainable when using backcasting?

Cited by 5 publications

References 29 publications

A comprehensive review of Hungarian futures studies in light of international journal articles

A comprehensive review of Hungarian futures studies in light of international journal articles

A fenntarthatósági átmenet kihasználatlan erőforrásai Egy marketingiparági backcasting folyamat tanulságai

Trends in Digital Marketing in the Context of Information Society Development

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