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Strategic Marketing and the Future of Consumer Behaviour - Introducing the Virtual Guardian Angel (Hardcover)
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Strategic Marketing and the Future of Consumer Behaviour - Introducing the Virtual Guardian Angel (Hardcover)
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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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