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Conceptual Marketing In the Age of Interactive Consumer
[Marketing Conceptuel à L'ère du Consommateur Interactif]

Author

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  • Vladan Kuzmanović

    (University of Belgrade [Belgrade])

Abstract

Marketing is a system, a value, a complex. Marketing is a behavioral, interpersonal, and cultural concept. The value of total marketing is the value of the exchange of signs, labels, recognition, identity, trends, time and comfort. Contextual markets are complexes that are remarketed or resold in different iterative contexts, and under different circumstances. Marketing brings to the market a holistic system, the whole complex not just a part or a process. Conceptual marketing deals with holistic entities. A context product is a marketing entity. The buyer also has the need for market reminiscences. The product complex includes the basic, extended, and external product. The second part of paper debate my new Partnership model. The project is an intermediation because it is the relationship between the equilibrated actors who are in the process of optimizing their positions. However, individuals are actors of a whole personality, one partner has a privileged position but in the long term the equilibrium is sustainable.

Suggested Citation

  • Vladan Kuzmanović, 2020. "Conceptual Marketing In the Age of Interactive Consumer [Marketing Conceptuel à L'ère du Consommateur Interactif]," Post-Print hal-02913625, HAL.
    • Handle: RePEc:hal:journl:hal-02913625
    DOI: 10.31058/j.mana.2020.33002
    Note: View the original document on HAL open archive server: https://hal.science/hal-02913625
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