TITLE

GETTING IN CONCURRENCE

AUTHOR(S)
Smith, J. Walker; Clurman, Ann; Wood, Craig
PUB. DATE
November 2006
SOURCE
Marketing Management;Nov/Dec2006, Vol. 15 Issue 6, p22
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses concurrence marketing, which takes into account consumer behavior and response to marketing strategy, rather than being controlled completely by the marketer. Contemporary consumers are tired of being marketed to, limiting the effectiveness of marketing control and saturation in today's market environment. To capture the business of the new consumer, marketers must create relationships with consumers that satisfy their demands for more power and reciprocity by giving them value in return for their attention.
ACCESSION #
23008774

 

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