Overview

Previous studies have addressed marketing and leadership as separate fields. However, the connection between them arises from the need for continuous development in a changing environment, which has led to the emergence of research in the area of leadership marketing. This includes the development of the concept of generational leadership marketing (GLM), which results from merging ideas from both marketing and leadership. Its goal is to guide different generations of customers toward the organization's products and services. The main objective of GLM is to retain existing customers, identify the factors influencing the behavior of each customer generation, and design strategies and tactics that help convert existing customers into loyal, long-term clients. This, in turn, contributes to maximizing organizational value and increasing profits.

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