Referent marketing as an innovative communication technology of interaction with the consumers

The article examines the essence and content of the reference as one of the ways of influencing the consumer’s behavior. Modern consumption is understood as a socio-cultural process of production and exchanging of signs and symbols. The role of informationcommunication marketing technologies in the socio-psychological mechanism of identification of a modern person is shown. The possibilities and application limits of the reference in marketing management are explored. The notion of «referent marketing» is substantiated and specified within the proposed model. The main forms of appearance and implementation of the referent marketing are emphasized: WOM-technology, image and reputation of a company, positive feedbacks from independent organizations, forms of promotion and training tools

consumption, communication technologies, social identification, reference, marketing management, behavioral marketing, referral marketing, referent marketing, referent marketing model, WOM-technology