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Minimalist marketing as a turning point in marketing: benefits and challenges | ||
| Journal of International Marketing Modeling | ||
| دوره 4، شماره 1، شهریور 2023، صفحه 36-43 اصل مقاله (641.75 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22080/jimm.2023.4910 | ||
| نویسندگان | ||
| Shahnaz Akbari Emami* 1؛ Sara Fathi2 | ||
| 1Assistant Professor, Dep. of Management, Faculty of Management and Accounting, Hazrat-e Masoumeh University, Qom, Iran | ||
| 2MBA Student, Al-Zahra University, Tehran, Iran | ||
| تاریخ دریافت: 09 تیر 1403، تاریخ پذیرش: 09 تیر 1403 | ||
| چکیده | ||
| Marketers have been struggling with the challenge of reducing the scope of people's participation and lack of attention towards marketing activities time to time. So that they can hardly establish effective communication with their audience and turn them into their customers. Surveys show that a possible solution to get out of this situation can be minimalism marketing. Therefore, in the current research, by addressing the marketing of minimalism as a new approach in marketing, the benefits and challenges of this style of marketing are identified. In this way, the relevant literature is reviewed and by conducting semi-structured interviews, the interview texts are analyzed using the qualitative content analysis method. | ||
| کلیدواژه‌ها | ||
| minimalism؛ marketing؛ minimalism marketing؛ minimal philosophy؛ minimal lifestyle | ||
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آمار تعداد مشاهده مقاله: 306 تعداد دریافت فایل اصل مقاله: 230 |
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