Proximity Marketing: Converging Community, Consciousness, and Consumption Book in Scopus uri icon

abstract

  • This book discusses the emerging concepts and practices of proximity marketing through theoretical foundations, design arguments, and managerial analysis. The concept of proximity marketing has been explained contextual to the social and business ecosystems, while the strategy spinning practices are focused on the business orientation, customer acquisition and loyalty, and market competitiveness of firms. This book converges the business, social, crowd, and behavioral ecosystems with the proximity marketing approaches. Success factors of the proximity marketing in the context of customer-centric companies synchronized with crowd-based business modeling, cocreation, and coevolution initiatives have been explained through people-oriented models. The proximity approach has been critically examined in this book with focus on the changing patterns of consumer interactivity and psychodynamics. Developing ¿out-of-the-box¿ strategies for proximity marketing has also been discussed in the book explaining crowd behavior, market competition, consumer needs, preferences, and associated values. Emerging crowd-based approaches as socialization of business as a corporate philosophy to understand customers and stakeholders to motivate the cocreation of value-based business performance through interpersonal experience, values, cognitive reasoning, and interactive communication have also been discussed in this book. Thematic discussions are divided into three sections comprising interactive business design, business socialization, and future perspectives across five chapters explained through the contextual case studies. © Business Expert Press, LLC, 2024.

publication date

  • January 1, 2024