دانلود رایگان مقاله لاتین ارزش اسرار بازاریابی مصرف کننده از سایت الزویر
عنوان فارسی مقاله:
همه راز را دوست دارند : دلیل ارزش اسرار بازاریابی مصرف کنندگان
عنوان انگلیسی مقاله:
Everyone loves a secret: Why consumers value marketing secrets
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بخشی از مقاله انگلیسی:
Secrecy is the deliberate concealment of information from others (Bok, 1989; Kelly, 2002). Secrecy is an inherently social phenomenon, as it necessarily involves a minimum oftwo parties. Secrecy is also an intentional phenomenon, as the concealment, protection, or withholding of information is a deliberate act. So, secrecy is an active, intentional, and conscious endeavor whereby, at the most individual level, at least one person conceals or withholds something from at least one other person. The act of secrecy applies similarly to groups of people, such as organizations and consumers. If secrecy is the activity, then the secret itself is the content or object of that activity. A secret is the information that is purposefully withheld from one or more people by one or more people (Scheppele, 1988). A secret is information of intentionally limited availability. Adding a marketing lens to these definitions, if one considers the secret to be a brand-related piece of information, it is then possible to view secrecy as a strategic brand activity. The brand secret can be related to either product or process. For example, as mentioned earlier, Apple keeps product secrets about which new models will be released and what the innovations and features of their new product will be (Dickey, 2013). The brand secret can also be information about a process. For example, Kraft Foods protects the knowledge of the secret process by which caramel is inserted between layers of chocolate to make its infamous candy bar, Caramilk. This secret is held tightly by the company and is leveraged in a Caramilk Secret advertising campaign (‘‘The Caramilk Secret,’’ 2011). In order to fully understand consumer secrecy, consideration of the various agents involved is necessary. In this context, and these examples, secrecy represents the deliberate withholding or concealment of marketing information from consumers. Agency is thus critical to secrecy in marketing, and is discussed in greater detail in the following section.
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کلمات کلیدی:
5 Secrets to Use Storytelling for Brand Marketing Success - Forbes www.forbes.com/sites/.../5-secrets-to-using-storytelling-for-brand-marketing-success/ Feb 5, 2013 - Learn the five secrets that brand storytellers understand and use to intrigue, engage, and connect emotionally with consumers. Kick Ass Business and Marketing Secrets: How to Blitz Your Competition https://books.google.com/books?isbn=1118113454 Bob Pritchard - 2011 - Business & Economics Kick-Ass Business and Marketing Secrets So despite the fact that studies show ... use word of mouth to attract new, high-value, low-acquisition-cost customers. Secret Marketer: Customer lifetime value is such an ... - Marketing Week https://www.marketingweek.com/.../secret-marketer-customer-lifetime-value-is-such-a... Sep 23, 2016 - Secret Marketer: Customer lifetime value is such an obvious concept, so why .... Marketers are forgetting that older people are consumers too, ... Landlord Marketing Secrets - Google Books Result https://books.google.com/books?isbn=0982894317 Drew DeMasters - 2012 - Business & Economics This same technique offers a way in to individual consumers as well, not just ... and contacts whose opinions we value and are predisposed to reaching out to.
