Authentic Marketing Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts

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Aliesmaeili Zohreh; KHEIRI BAHRAM

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:40 Page(s): 1-30

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Information Journal Paper

Title

Authentic Marketing Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts

Author(s)

Aliesmaeili Zohreh | KHEIRI BAHRAM | Issue Writer Certificate

Keywords

Authentic marketingQ1

pragmatic marketingQ1

Paradigm shiftQ1

meaning marketingQ2

Authentic brandQ1

Abstract

Objective: New generation technology is full of contradictories, engagements and communications. It makes customers to face crises of meaning and nihilism, because they feel to be objected and consumed. According to that Kotler knows that the most effective element in this age for achieving sustainable development and answering customers when they are going to achieve beyond Psychology that is named it "spirit", also brands try to improve them believes and Philosophy. so this research trees to study Authentic marketing concept, in other hand trees to search its interactions and conflicts with pragmatic marketing as a method for answering consumer materialistic needs. This research consequence can help to lack of marketing theory science as a solution for solving customer contradictories in new Paradigm shift. Methods: The present study has a qualitative approach based on Grounded theory method. data collection is done by depth interviews with the researchers and university professors in the fields of business management, sociology, psychology and. their lecture observation, also interview with other social positions, Participants have been selected through purposive sampling and interviews have continued to reach theoretical saturation. 24 interviews and 22 observations were conducted and data were analyzed using principles related to grounded theory (open and selective coding, continuous comparative analysis, creating concepts, and categories). Results: The results of data coding have led to the identification of 1200 concepts that are categorized by multilevel method and shaping Category Cluster into six block Category. Strategies of this interactions and conflicts are institutions improvement, cultural marketing, meaning marketing, Communication Understandings. Consequences of this research is Authentic brand. Conclusion: An approach in marketing 3 is creating value foe sustainable development, economy, society and the environment then giving them to society and companies and political institutions. Otherwise this research encourages to change marketing Paradigm for answering new generation technology problems until being success to produce Authentic brand by cultural marketing, meaning marketing, institutions improvement, Communication Understanding Strategies.

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APA: Copy

Aliesmaeili, Zohreh, & KHEIRI, BAHRAM. (2018). Authentic Marketing Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts. JOURNAL OF MARKETING MANAGEMENT, 13(40 ), 1-30. SID. https://sid.ir/paper/218951/en

Vancouver: Copy

Aliesmaeili Zohreh, KHEIRI BAHRAM. Authentic Marketing Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(40 ):1-30. Available from: https://sid.ir/paper/218951/en

IEEE: Copy

Zohreh Aliesmaeili, and BAHRAM KHEIRI, “Authentic Marketing Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 40 , pp. 1–30, 2018, [Online]. Available: https://sid.ir/paper/218951/en

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