Strategic Marketing and the Future of Consumer Behaviour

Introducing the Virtual Guardian Angel

Szerző: Theo B.C. Poiesz, W. Fred Van Raaij

Nyelv:

Kötés: Kemény kötésű

Kiadó: Edward Elgar Publishing Ltd

Elérhetőség: Beszállítói készleten

Küldés 14-20 napon belül

51 165 Ft

The authors of this book reconsider the dominant marketing paradigm in the context of a contemporary...

Információk a könyvről

Szerző

Theo B.C. Poiesz, W. Fred Van Raaij

Nyelv

Angol

Kötés

Könyv - Kemény kötésű

Kiadva

2007

oldal

240

EAN

9781843767725

Enbook ID

05095247

Kiadó

Edward Elgar Publishing Ltd

Súly

528

Méretek

156 x 234 x 27

Teljes leírás

The authors of this book reconsider the dominant marketing paradigm in the context of a contemporary market in which marketing developments increasingly restrict the effectiveness of marketing activities. Consumers are thus overloaded with products, services, channels and information, but fail to grasp the differential value of the commercial offers being made. Theo B.C. Poiesz and W. Fred van Raaij develop a new marketing perspective that differs dramatically from the current concept. They do this via the extrapolation and combination of several major trends: the formation of product and service packages, the development of long-term relationships, the increasing focus on individualization, and technological developments. The book introduces the 'Virtual Guardian Angel', a system that can assist buyers, both in consumer and industrial markets, in making purchase and consumption decisions, incorporating the long-term consequences and integrating the formerly separate decisions.It will affect the structure and functioning of markets and will require companies to consider new strategic options. The new marketing paradigm questions the definition and relevance of a number of well-known marketing concepts such as innovation, communication, and distribution, and consumer concepts such as needs, satisfaction, and loyalty. Providing a critical view on new synergies in present-day marketing practices, this book will be invaluable to those interested in marketing strategy and consumer behaviour, including scholars of marketing and business management, and marketing practitioners.

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Strategic Marketing and the Future of Consumer Behaviour

Introducing the Virtual Guardian Angel

Információk a könyvről

Teljes leírás

Érdekelheti

Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták