The economic function of design marketing in a competitive environment: relevance, essence, specificity, typology

Abstract

This article reveals the main aspects of the economic function of design marketing in the modern world of entrepreneurship. These aspects, without covering in full all the functional diversity of modern design marketing, still generally meet the complex of international design studies from the point of view of marketing, and especially from the perspective of the competition of Kazakhstan’s book publishing and bookselling products in the world business. Despite the general methodological approaches to the problem of the economic role of design marketing in modern business and the fact that the topic doesn’t directly concern the problems of modern book publishing and book trade in Kazakhstan, it is one of the important areas of future research work.
The main goal of this article is to present and clarify the broad possibilities of modern design marketing, to reveal the economic role of design marketing from scientific positions, to reveal its relevance, essence, specificity, typology.
This approach is valuable. It’s necessary for further research of the economic function of design marketing in book publishing and demonstrates in full the methodological principles, competences, basic knowledge of young researchers in the field of design marketing, which will be put on the theoretical basis of their master’s dissertations.
Key words: business, entrepreneurship, design marketing, analysis, demand, consumer demand, competition, competitiveness, relevance, specificity, typology, methodical complex.