Proximity Marketing: Converging Community, Consciousness, and Consumption

This book discusses emerging concepts and practices of proximity marketing through theoretical foundations, design arguments, and managerial analysis. It converges the business, social, crowd, and behavioral ecosystems with the proximity marketing approaches.

Success factors of the proximity marketing in the context of customer-centric companies synchronized with crowd-based business modeling, co-creation, and coevolution initiatives have been explained through the people-oriented models. This book presents innovative concepts, best practices, and case studies on proximity marketing strategy in the emerging markets and contributes to the new concepts in business.

About the Author

Dr. Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico and Visiting Professor at Boston University, Boston, Massachusetts. He has to his credit several books and research papers published in refereed international journals. Dr. Rajagopal has been conferred the Overseas Indian Award (Pravasi Bhartiya Samman Award) in 2023 for outstanding contribution in the field of Education. This is the highest honor conferred by the President of India in acknowledgement of the outstanding achievement in the field of Education in India and overseas destinations.