Nostalgia Marketing

ISBN-13: 9786202921770 / Angielski / Miękka / 168 str.

Radoslav Baltezarevic; Piotr Kwiatek

Opis

"Nostalgia Marketing - a new meaning of experiences from the past" is a book, which provides a valuable contribution to marketing and communication professionals, providing them with information on nostalgia marketing methods, as new trends that have been used lately in the digital gaming and streaming industry. These methods reshape traditional marketing approaches, communicate with consumers on a subconscious level and change their perceptions, attitudes towards brands, and ultimately their purchasing decisions.This book provides a theoretical and empirical support to marketers and companies to develop and implement nostalgia marketing strategies. The study offers interesting insights with regards to how consumers assign meaning and value to nostalgic brands and the effect of nostalgic feelings on the purchase.

O autorze

Baltezarevic, Radoslav Radoslav Baltezarevic is an Associate Professor in Marketing, Communication, and Media at Cyprus International Institute of Management, Nicosia, Cyprus. Piotr Kwiatek is the Head of Marketing Department at American University of the Middle East, Kuwait.