Personally Engaged with Retail Clients: Marketing 3.0 in Response to New Consumer Profiles

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Author(s): Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain), María Pilar Martínez-Ruiz (University of Castilla la Mancha, Spain)and Alicia Izquierdo-Yusta (University of Burgos, Spain)
Copyright: 2014
Pages: 19
Source title: Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch012

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter examines how social and economic changes of recent years have led to a new consumer profile. Furthermore, it explores how current responsible concerns regarding consumption, as well as a greater concern for welfare sustainability and the environment, are affecting purchasing behavior. With these ideas in mind, this chapter analyses how organizations have to evolve towards a new marketing paradigm in order to link to their customers emotionally. In this regard, the evolution of the marketing concept is reviewed—departing from a Marketing 1.0 paradigm, passing through a Marketing 2.0 paradigm—in order to understand how the so-called Marketing 3.0 emerged. The chapter concludes by analyzing the different rules that guide this new approach and how companies in the distribution sector are applying them in their daily activities.

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Personally Engaged with Retail Clients: Marketing 3.0 in Response to New Consumer Profiles

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