Conceptual Marketing In the Age of Interactive Consumer

Marketing Conceptuel à L'ère du Consommateur Interactif

Vladan Kuzmanović

Post-Print from HAL

Abstract: Marketing is a system, a value, a complex. Marketing is a behavioral, interpersonal, and cultural concept. The value of total marketing is the value of the exchange of signs, labels, recognition, identity, trends, time and comfort. Contextual markets are complexes that are remarketed or resold in different iterative contexts, and under different circumstances. Marketing brings to the market a holistic system, the whole complex not just a part or a process. Conceptual marketing deals with holistic entities. A context product is a marketing entity. The buyer also has the need for market reminiscences. The product complex includes the basic, extended, and external product. The second part of paper debate my new Partnership model. The project is an intermediation because it is the relationship between the equilibrated actors who are in the process of optimizing their positions. However, individuals are actors of a whole personality, one partner has a privileged position but in the long term the equilibrium is sustainable.

Keywords: Paramarketing; Referral Marketing; Complex Product; Relationship Marketing; Conceptual Marketing; Industrial Marketing; Contextual Markets; Partnership Model (search for similar items in EconPapers)
Date: 2020-05-27
Note: View the original document on HAL open archive server: https://hal.science/hal-02913625
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Management, 2020, 3 (3), pp.21-32. ⟨10.31058/j.mana.2020.33002⟩

Downloads: (external link)
https://hal.science/hal-02913625/document (application/pdf)

Related works:
Working Paper: Conceptual Marketing in the Age of Interactive Consumer (2020)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02913625

DOI: 10.31058/j.mana.2020.33002

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().