Nostalgia Marketing
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Nostalgia Marketing
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Author : Marco Pichierri
language : en
Publisher: Springer Nature
Release Date : 2023-03-11
Nostalgia Marketing written by Marco Pichierri and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-11 with Business & Economics categories.
The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.
Marketing The Retro Revolution
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Author : Stephen Brown
language : en
Publisher: SAGE
Release Date : 2001-06-07
Marketing The Retro Revolution written by Stephen Brown and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-06-07 with Business & Economics categories.
`the finest writer in our field today' - Journal of Marketing `the great heretic' - Retrospectives in Marketing `the most devastating critic of the academic discipline of marketing ever likely to be encountered' - Service Industries Journal `a jewel in the crown of the academic marketing establishment' - Marketing Intelligence and Planning `remarkably entertaining' - Public Library Journal `dazzling erudition' - European Journal of Marketing `instant classic' - Journal of Marketing Management · Has marketing moved from `new and improved' to `as good as always'? · Is old the new `new'? Retro-marketing is all around us, whether it be retro-products like the neo-Beetle, retro-scapes, such as Niketown, or retro-advertising campaigns, which make the most of the advertiser's glorious heritage. The rise of retro has led many to conclude that it represents the end of marketing, that it is indicative of inertia, ossification and the waning of creativity. Marketing - The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is a harbinger of change and a revolution in marketing thinking. In his engaging and lively style, Stephen Brown shows that the implications of today's retro revolution are much more profound than the existing literature suggests. He argues that just as retro-marketing practitioners are looking to the past for inspiration, so students, consultants and academics should seek to do likewise. History reveals that new ideas often come wrapped in old packaging. Marketing - the Retro Revolution unwraps this retro-package and, in doing so, offers radically new ideas for the future of the field.
Marketing The Retro Revolution
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Author : Stephen Brown
language : en
Publisher: SAGE
Release Date : 2001-08-21
Marketing The Retro Revolution written by Stephen Brown and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-08-21 with Business & Economics categories.
The rise of retro has led many to conclude that it represents the end of marketing, that it is indicative of inertia, ossification and the waning of creativity. Marketing — The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is a harbinger of change and a revolution in marketing thinking. In his engaging and lively style, Stephen Brown shows that the implications of today's retro revolution are much more profound than the existing literature suggests. He argues that just as retro-marketing practitioners are looking to the past for inspiration, so too students, consultants and academics should seek to do likewise.
Relationship Marketing
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Author : Thorsten Hennig-Thurau
language : en
Publisher: Springer Science & Business Media
Release Date : 2000-01-24
Relationship Marketing written by Thorsten Hennig-Thurau and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-01-24 with Business & Economics categories.
Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS
Proceedings Of The 2010 Academy Of Marketing Science Ams Annual Conference
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Author : Dawn R. Deeter-Schmelz
language : en
Publisher: Springer
Release Date : 2014-10-23
Proceedings Of The 2010 Academy Of Marketing Science Ams Annual Conference written by Dawn R. Deeter-Schmelz and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-23 with Business & Economics categories.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2010 Academy of Marketing Science (AMS) Annual Conference held in Portland, Oregon.
Nostalgic Marketing And Its Working Mechanism In Three Cultural Groups
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Author : Yikun Zhao
language : en
Publisher:
Release Date : 2007
Nostalgic Marketing And Its Working Mechanism In Three Cultural Groups written by Yikun Zhao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with categories.
Although the existing marketing research on nostalgia has provided an understanding of nostalgia from different perspectives, it remains scattered. The confusion on the nature of nostalgia and a lack of theoretical framework on nostalgic marketing greatly restrains our understanding of nostalgic marketing. To contribute to the gaps in the marketing literature on nostalgia, this research aims to clarify the nature of nostalgia through combined effort of literature review and exploratory interviews with participants of different cultural backgrounds. Five major dimensions of nostalgia in the general sense are identified, namely emotional, attitudinal, cognitive, behavioural, and symbolic dimensions. Based on the five major dimensions that emerged for nostalgia in the general sense, nostalgia in marketing is distinguished for its unique characteristics of its separation from direct personal experiences, the dominantly positive emotion imbued, and the promotion of the imagined past. Nostalgic marketing is then defined, as well as its classification and major forms. In reference to the interviews conducted, the underlying working mechanisms of different forms of nostalgic marketing are proposed. Some pitfalls related to the application of nostalgic marketing disclosed by our interviews are also presented. The scope of this research project is extended by examining the theoretical framework empirically on three cultural groups: Canadians, Chinese, and Chinese immigrants to Canada. The findings indicate that (1) nostalgic marketing is overall more positively evaluated by Chinese and Chinese immigrants to Canada than by Canadians; (2) different cultural groups have varied preference for certain nostalgic marketing forms; and (3) a same nostalgic marketing form can be equally effective for different cultural groups but for different reasons. In explaining the findings, nostalgia proneness and individuals' general attitude toward advertising and marketing are identified as the two major influential variables. However, while nostalgia proneness should be examined within a particular cultural group, the general attitude toward advertising and marketing should be investigated across cultures.
Digital Marketing Fundamentals
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Author : Greg Jarboe
language : en
Publisher: John Wiley & Sons
Release Date : 2023-02-22
Digital Marketing Fundamentals written by Greg Jarboe and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-22 with Business & Economics categories.
Prepare for the OMCP certification exam and expand your digital marketing skillset Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content marketing, conversion rate optimization, and other digital marketing competencies in high market demand. In Digital Marketing Fundamentals, veteran digital media and marketing experts Greg Jarboe, Michael Stebbins, and Matt Bailey deliver an essential and accessible roadmap to completing the highly sought-after OMCP Digital Marketing Certification. You’ll explore topics like digital analytics, social media marketing, and search engine optimization with the help of industry-leading authors and members of the OMCP Standards Committee. In the book, you’ll also find: Full discussions of paid search marketing, email marketing, and marketing to mobile device users Exacting and focused instruction on all the competencies tested by the OMCP exam Accessible content suitable for experienced digital marketers looking for a new certification to boost their career, as well as novice practitioners trying to expand their skillset Perfect for aspiring and practicing digital marketers, Digital Marketing Fundamentals also belongs in the libraries of entrepreneurs, solopreneurs, and other small- and medium-sized business leaders looking for a starting point into the critical world of digital marketing.
Brands In The Retrospective A Consumer Motivation Study
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Author : Nora Henning
language : en
Publisher: GRIN Verlag
Release Date : 2005-03-20
Brands In The Retrospective A Consumer Motivation Study written by Nora Henning and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-03-20 with Business & Economics categories.
Master's Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8 (1,7), Maastricht University (Faculty of Economics and Business Administration Department of Marketing), 144 entries in the bibliography, language: English, abstract: One notable trend that can be observed in the 21st century is the increasing visibility of objects that stem from or look like products of past times. In nearly every market segment consumers nowadays can find products from bygone decades. Concerning automobiles, for example, the industry offers the New Beetle of Volkswagen, a modernised version of the Mini Cooper of BWM, and the PT Cruiser of Chrysler. With regard to furniture, consumers witness the reoccurrence of beanbags, inflatable chairs and fringed carpets (Flokati), just like the ones that were popular during the 70ies. Fashion companies like Hennes & Mauritz (H&M) and C&A (founders: Clemens & August Brenninkmeyer), as well as sports wear producers like Adidas and Puma, offer clothes that look like the fashion from the 60ies or 80ies. Taking a closer look to the German market, the TV broadcasts 80ies TV-shows, such as for example “Die 80er Jahre Show” (translation: The 80ies show) or the “Comeback Show”. Add to this, nightclubs and cafes are even decorated with 70ies wallpaper. Furthermore, the beverage industry offers soft drinks and syrups that were popular during the 70ies and 80ies such as TRiTOP, Bluna and Afri Cola (Eberenz, 2003; Seidel, 2003). Sometimes, these products are just nostalgia styled like the PT Cruiser. The vehicle looks partly like a “1920s gangster car, part[ly like a] 1950s hot rod and part[ly like a] London taxicab” (Ball, 1999). However, other products appear with the name of a once very prominent brand. These brands had either completely disappeared from the market or had become for some reason unfavourable in the eyes of consumers and sales levelled towards zero.
Intimations Of Nostalgia
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Author : Hviid Jacobsen, Michael
language : en
Publisher: Policy Press
Release Date : 2021-11-05
Intimations Of Nostalgia written by Hviid Jacobsen, Michael and has been published by Policy Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-05 with Social Science categories.
Nostalgia, a complex and multi-layered emotion, has gained interest since the turn of the century in both society and academic circles. Written by an international group of scholars, this volume investigates the relationship between nostalgia and contemporary social issues from a multidisciplinary perspective. From history and political theory to marketing and media, each chapter discusses the way nostalgia has been presented within a disciplinary context and shows how it has evolved over time as a topic of research. Casting light on many recent changes in society and culture, this is an important contribution to the study of nostalgia and emotions.
Kodak And The Lens Of Nostalgia
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Author : Nancy Martha West
language : en
Publisher: University of Virginia Press
Release Date : 2000
Kodak And The Lens Of Nostalgia written by Nancy Martha West and has been published by University of Virginia Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
The advertising campaigns launched by Kodak in the early years of snapshot photography stand at the center of a shift in American domestic life that goes deeper than technological innovations in cameras and film. Before the advent of Kodak advertising in 1888, writes Nancy Martha West, Americans were much more willing to allow sorrow into the space of the domestic photograph, as evidenced by the popularity of postmortem photography in the mid-nineteenth century. Through the taking of snapshots, Kodak taught Americans to see their experiences as objects of nostalgia, to arrange their lives in such a way that painful or unpleasant aspects were systematically erased. West looks at a wide assortment of Kodak's most popular inventions and marketing strategies, including the "Kodak Girl," the momentous invention of the Brownie camera in 1900, the "Story Campaign" during World War I, and even the Vanity Kodak Ensemble, a camera introduced in 1926 that came fully equipped with lipstick. At the beginning of its campaign, Kodak advertising primarily sold the fun of taking pictures. Ads from this period celebrate the sheer pleasure of snapshot photography--the delight of handling a diminutive camera, of not worrying about developing and printing, of capturing subjects in candid moments. But after 1900, a crucial shift began to take place in the company's marketing strategy. The preservation of domestic memories became Kodak's most important mission. With the introduction of the Brownie camera at the turn of the century, the importance of home began to replace leisure activity as the subject of ads, and at the end of World War I, Americans seemed desperately to need photographs to confirm familial unity. By 1932, Kodak had become so intoxicated with the power of its own marketing that it came up with the most bizarre idea of all, the "Death Campaign." Initiated but never published, this campaign based on pictures of dead loved ones brought Kodak advertising full circle. Having launched one of the most successful campaigns in advertising history, the company did not seem to notice that selling a painful subject might be more difficult than selling momentary pleasure or nostalgia. Enhanced with over 50 reproductions of the ads themselves, 16 of them in color, Kodak and the Lens of Nostalgia vividly illustrates the fundamental changes in American culture and the function of memory in the formative years of the twentieth century.