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

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Gender, Development and Social Change as a newly discovered dimension in marketing thinking offers novel routes for commodity marketing. Customer co-production and customer co-creation of value-in-use are two genuine variants of customer participation. In this chapter, the authors demonstrate how a customer participation perspective ca

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Indirect methods of data collectionent 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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Central tendency and dispersionty marketing relies upon a delicate blending of supply and demand variables, the strategic approach employed in this chapter is to explore commodity marketing within the context of customer intimacy, value differentiation, coordinated decision-making, and operational excellence. The example provided

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https://doi.org/10.1057/9780230360839refers to the importance of the brand as purchase decision criterion for customers in purchase situations. Based on a brief review of prior work on the relevance of brands for commodity products, this article discusses the merits of configuration theory as an inquiry system to further the understand

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Social Research after the Cultural Turnocial 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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