The marketing of survivalists in the time of COVID-19: Not a leap forward, not a return to basics… but something else entirely
Type de matériel :
TexteLangue : français Détails de publication : 2023.
Sujet(s) : Ressources en ligne : Abrégé : This research focuses on survivalism as a market segment. In the first part, we will describe what survivalism is and the modes of consumption it advocates. In the second part, we will analyze the products that symbolize survivalism using a netnographic study. Our third part will summarize what survivalism can incidentally teach marketing and what it can offer the marketing of tomorrow.
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This research focuses on survivalism as a market segment. In the first part, we will describe what survivalism is and the modes of consumption it advocates. In the second part, we will analyze the products that symbolize survivalism using a netnographic study. Our third part will summarize what survivalism can incidentally teach marketing and what it can offer the marketing of tomorrow.
Réseaux sociaux