Overview

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. Success factors of the proximity marketing in the context of customer-centric companies synchronized with crowd-based business modeling, co-creation, and coevolution initiatives have been explained through the people-oriented models. This book presents innovative concepts, best practices, and case studies on proximity marketing strategy in the emerging markets and contributes to the new concepts in business.

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9781637425770

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Reviews

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 V�zquez, 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

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

Author Information

Dr. Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico and Visiting Professor at Boston University, Boston, Massachusetts. He has to his credit several books and research papers published in refereed international journals. Dr. Rajagopal has been conferred the Overseas Indian Award (Pravasi Bhartiya Samman Award) in 2023 for outstanding contribution in the field of Education. This is the highest honor conferred by the President of India in acknowledgement of the outstanding achievement in the field of Education in India and overseas destinations.

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