Titlebook: Commodity Marketing; Strategies, Concepts Margit Enke,Anja Geigenmüller,Alexander Leischnig Book 20221st edition The Editor(s) (if applicab

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Commodities and Customer Loyalty: Squaring of the Circle?ent contribution examines whether customer loyalty is possible for commodities. Proceeding from several levels of the buying process, generally valid approaches for creating customer loyalty are firstly identified. This is followed by an examination of the transferability of these approaches to comm

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Updates on the Connection Between Customer Relationship Management and Commoditizationll products become commodities at some level. Product innovation, globalization, competition intensity, and technology evolution have increased the speed of commoditization in most industries. The main objective in a highly commoditized industry is to avoid a price war. Innovation, migration from pr

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Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovationead to further profit erosion. It takes the view that understanding, imaging, and planning . can be differentiated is the first step in making a commoditized product differentiated through different approaches to innovation (.). In this sense, marketing and innovation as two functions need to be ope

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Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Biblocial media-based influencer marketing as a counterstrategy to effectively position products and brands in the market. Social media-based influencer marketing has also attracted considerable attention in marketing research, with numerous studies shedding light on the contingencies that shape success

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Margit Enke,Anja Geigenmüller,Alexander LeischnigSummarizes the state of the art on commodity marketing with practical advice.Provides strategies, frameworks, and approaches for commodity marketing.Shares best practices for different industries faci

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