The Gap between Marketing Expertise and the Sophisticated Consumer: in search of New Meanings

The study indicates that the old marketing prowess is an outdated approach and needs to be redefined. It will look into how complex the customer base is today and hence how challenging it has become for brands to remain relevant and how remaining connected to consumers is out of reach for many brands. The literature will highlight that there several attempts to develop tools to measure how emotional connection can be re-established. However, the subject remains undeveloped and requires a further understanding of the subject matter. This research offers an encircling framework that was developed through extensive secondary research and supported by findings of the primary research. The research will highlight that establishing an emotional bond is a highly complex affair and comprised of many facets. At the same time, being aware of the building blocks of the foundation nurturing the bond between consumers and brands is offered in this research as an enabling tool for practitioners and academics. The Gap between Marketing Expertise and the Sophisticated Consumer: in search of New Meanings Undertaken integrative literature review will demonstrate that consumer-brand co-creation is a new enlightening perspective in fashioning a strong bond. Conceptual analysis of different elements motivating consumers to engage in co-creation activities will produce theoretical propositions that will be tested through primary research. Keywords: marketer, sophisticated, consumer, social media, informed, marketing methods Table of…

Free The Gap between Marketing Expertise and the Sophisticated Consumer: in search of New Meanings Dissertation Example