Proximity Marketing
Converging Community, Consciousness, and Consumption

Rajagopal (Author)

9781637425770

Paperback / softback, published 30 April 2024

218 pages
22.9 x 15.2 x 2 cm, 0.272 kg

Marketing journey begins from the neighborhood with people as the drivers. Moving ahead in the journey it important for the company to secure its foundation of stakeholders…it allows proximity across geo-demographic outreach. This book discusses the proximity marketing strategies more as a human element than technology. Author meticulously argues that proximity in business is beyond just a familiarity. A good read for all." - Osmar H. Zavaleta Vázquez, PhD, Associate Dean of Research, EGADE Business School, Tecnologico de Monterey, Mexico City

"Proximity marketing is a new domain of location-based customer-centric strategies used by the progressive firms, largely supported by the information and communication technology. This book converges divergent factors of proximity, outreach, and value generation in marketing. An enriching contribution…" - Angappa Gunasekaran, PhD, Director and Professor, School of Business Administration, Penn State Harrisburg, PA

This book discusses emerging concepts and practices of proximity marketing through theoretical foundations, design arguments, and managerial analysis. It converges the business, social, crowd, and behavioral ecosystems with the proximity marketing approaches.