Relevant bibliographies by topics / Proximity Marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Book chapters
  4. Conference papers

Academic literature on the topic 'Proximity Marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 7 February 2022

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Journal articles on the topic "Proximity Marketing"

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Garrido-Martinez, Jessenia, and Patricio Medina-Chicaiza. "Electoral Advertising Based on Proximity Marketing." International Business Research 12, no. 9 (August 26, 2019): 52. http://dx.doi.org/10.5539/ibr.v12n9p52.

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This study seeks to propose a strategy for electoral advertising based on proximity marketing. It arises as a response to the problem detected through direct observation and structured interviews with specialists (experts in electoral marketing, politicians, publicists and ICT leaders) which evidenced the lack of technological tools for electoral advertising such as proximity marketing. In addition, theoretical methods and documentary analysis were used. The results include a proposed strategy with the following phases: search for a supplier, planning, multimedia documents, technological conditions, implementation, control.
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Lenglet, François, and Rémi Mencarelli. "Proximity in marketing: An integrating theoretical framework and research agenda." Recherche et Applications en Marketing (English Edition) 35, no. 4 (October 4, 2020): 99–124. http://dx.doi.org/10.1177/2051570720957152.

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Academics and practitioners increasingly focus on the concept of proximity, but the growing literature features a confusing diversity of approaches. This article offers a macro-analytical and conceptually unified vision of proximity. Based on an in-depth analysis of literature, this integrative synthesis offers a fourfold contribution: characterize and classify approaches to proximity, understand the place occupied by proximity in theoretical models in marketing, consider the managerial interest of proximity, and develop propositions for continued research into proximity topics.
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Humphreys, John H. "Transformational leader behavior, proximity and successful services marketing." Journal of Services Marketing 16, no. 6 (November 2002): 487–502. http://dx.doi.org/10.1108/08876040210443373.

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Spiekermann, Sarah, Matthias Rothensee, and Michael Klafft. "Street marketing: how proximity and context drive coupon redemption." Journal of Consumer Marketing 28, no. 4 (June 28, 2011): 280–89. http://dx.doi.org/10.1108/07363761111143178.

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PurposeIn 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaign's success.Design/methodology/approachThe paper reports an empirical study conducted in co‐operation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions.FindingsIt was found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant, the less does the amount of monetary incentive determine the motivation to redeem.Practical implicationsWhen designing a coupon campaign for a company, coupon distribution should not follow a “one‐is‐good‐for‐all‐strategy” even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence.Originality/valueThis paper is the first to the authors' knowledge that systematically investigates the impact of context variables on coupon redemption. It focuses on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns.
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Ma, Yu, P. B. (Seethu) Seetharaman, and Vishal Singh. "A multi-category demand model incorporating inter-product proximity." Journal of Business Research 124 (January 2021): 152–62. http://dx.doi.org/10.1016/j.jbusres.2020.11.036.

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Brown, Cheryl, Jesse E. Gandee, and Gerard D'Souza. "West Virginia Farm Direct Marketing: A County Level Analysis." Journal of Agricultural and Applied Economics 38, no. 3 (December 2006): 575–84. http://dx.doi.org/10.1017/s1074070800022628.

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To understand the factors that influence farm direct marketing, a linear regression model is estimated to test the relationships between county-level direct market sales and socioeconomic, agricultural production, and location characteristics for West Virginia. The results show that higher median housing value, increased population density, a younger population, a greater number of direct market farms, more diversity of fruit and vegetable production and closer proximity to Washington, D.C., increase direct market sales. The results have implications for other states with a large proportion of small and part-time farmers, many of whom are located in close proximity to metropolitan areas.
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Hammerschmidt, Sören. "Print, Proximity, and the Marketing of Richard Phillips: Mediating Richardson." Eighteenth-Century Fiction 29, no. 2 (January 2017): 277–316. http://dx.doi.org/10.3138/ecf.29.2.277.

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Levesque, Nataly, Harold Boeck, and Anna Margulis. "Proximity Marketing in Banking: Lessons from Retail and Entertainment Industries." International Journal of Technology Marketing 13, no. 1 (2019): 1. http://dx.doi.org/10.1504/ijtmkt.2019.10020943.

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Margulis, Anna, Nataly Levesque, and Harold Boeck. "Proximity marketing in banking: lessons from retail and entertainment industries." International Journal of Technology Marketing 13, no. 3/4 (2019): 401. http://dx.doi.org/10.1504/ijtmkt.2019.104584.

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Verma, Surabhi, Sushil S. Chaurasia, and Som Sekhar Bhattacharyya. "The effect of government regulations on continuance intention of in-store proximity mobile payment services." International Journal of Bank Marketing 38, no. 1 (April 16, 2019): 34–62. http://dx.doi.org/10.1108/ijbm-10-2018-0279.

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Purpose This study proposed and tested three comprehensive models of the usage intention of proximity mobile payment services after a government regulation, by integrating the theory of planned behaviour (TPB) and the norm-activation model (NAM). The purpose of this paper is to investigate the effects of moral norms, merchant pro-activeness and perceived government regulation (demonetisation) on users’ continuance intention of proximity mobile payment services. Design/methodology/approach In total, 387 users of proximity mobile payment services in India were surveyed using a structured questionnaire. This study was carried out with shoppers in the Mumbai Metropolitan Region and New Delhi because of the diverse and large population of these cities. Findings The results of this study indicated that: integrating the variables of NAM into the original TPB model enhanced the prediction effect; perceived demonetisation regulation exerted a direct determinant effect as well as moderate effect on continuance usage intention of mobile payment services; also, extended TPB model with perceived demonetisation regulation as moderator could satisfactorily predict the continuance usage intention. Research limitations/implications The results provided insightful evidence for the government and policymakers to outline more effective mandatory regulation policies. Originality/value This investigation attempts to enhance the theoretical understanding of the antecedents of in-store proximity mobile payment services after government regulation (demonetisation) in India.
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Dissertations / Theses on the topic "Proximity Marketing"

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Spiekermann, Sarah, Matthias Rothensee, and Michael Klafft. "Street Marketing: How Proximity and Context drive Coupon Redemption." Emerald, 2011. http://dx.doi.org/10.1108/07363761111143178.

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Purpose - In 2009, U.S. coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1%. This article shows how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaigns' success. Design/methodology/approach - The paper reports an empirical study conducted in cooperation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions. Findings - We found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant the less does the amount of monetary incentive determine the motivation to redeem. Practical implications - When designing a coupon campaign for a company, coupon distribution should not follow a 'one-is-good-for-all-strategy' even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence. Originality - This article is the first to our knowledge that systematically investigates the impact of context variables on coupon redemption. We focus on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns.
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Serio, Francesco Pio. "Progettazione e sviluppo di un sistema Indoor Assistant basato su tecnologia Beacon." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2017. http://amslaurea.unibo.it/13788/.

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In questa tesi vengono descritte le tecnologie dell'Indoor Geolocalization e Beacon, fornendo un'ampia rassegna circa il loro funzionamento e le applicazioni nei vari settori. Successivamente viene presentato il progetto realizzato che consiste in un'applicazione per dispositivi mobili con sistema operativo Android. Il sistema è in grado di geolocalizzare l'utente in ambienti indoor e di introdurre una serie di funzionalità context-aware all'interno di un'area geofence delineata dall'utente.
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Peters, Sara Jean. "Get in the game the effects of game-product and product placement proximity on game players' processing of brands embedded advergames /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5756.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Includes bibliographical references.
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Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication." Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.

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Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.

QC 20171219

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Candido, Riccardo. "Progettazione e realizzazione di soluzioni per la geolocalizzazione e marketing di prossimità mediante utilizzo di tecnologia iBeacons." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2014. http://amslaurea.unibo.it/7997/.

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Si analizza il nuovo protocollo iBeacon, proposto da Apple, e come questo possa essere utilizzato per migliorare e rendere maggiormente efficace la user experience delle applicazioni. Viene inoltre definito lo stato dell'arte di questa tecnologia analizzando l'hardware e il software a oggi presenti sul mercato. Proponendo un esempio di come tale protocollo possa essere utilizzato per implementare tecniche di marketing di prossimità.
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Cortesi, Daniele. "Un web service per applicazioni di gamification degli itinerari turistici." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/9101/.

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La gamification e il marketing di prossimità si stanno affermando come strategie sempre più efficaci per attrarre e fidelizzare il pubblico grazie anche alla grande diffusione degli smartphone che sono ormai alla portata di tutti e all'avanzamento tecnologico degli ultimi anni. Diversi studi ne testimoniano l'importanza e mostrano come le risposte dei consumatori all'utilizzo di queste tecniche siano molto positive, prestando attenzione però a non violare la privacy facendo uso improprio o non esplicitato della posizione dell'utente. La tesi propone un nuovo strumento che applica questi concetti al turismo trasformando gli itinerari in percorsi a premi, che sono interamente stabiliti dagli operatori. Così si associa a quella che sarebbe una classica visita a luoghi e monumenti un momento divertente di gioco che in più offre vantaggi economici.
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Luz, Rute Isabel Colaço da. "Marketing de proximidade e Millennials : fatores influenciadores das atitudes e comportamentos." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16744.

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Mestrado em Marketing
O marketing de proximidade é uma estratégia de comunicação que permite enviar mensagens publicitárias para os dispositivos móveis de consumidores que se encontram próximos ou dentro dos pontos de venda. As mensagens atingem apenas os consumidores que se encontram na localização específica e ideal, e por isso, no estado mental ideal para completar uma transação. Por ser um tipo de marketing relativamente recente, e ainda pouco investigado, a presente pesquisa tem como objetivo de compreender quais são os fatores influenciadores das atitudes da geração Millennial em relação ao Marketing de Proximidade, assim como da intenção de participar nas suas campanhas. Para tal foi utilizada uma metodologia de caracter qualitativo, na qual foram realizadas dezasseis entrevistas semiestruturadas em profundidade, a indivíduos da geração Millennial. De acordo com os resultados, as atitudes dos entrevistados são influenciadas pela compatibilidade, conteúdo relevante, utilidade percebida, e facilidade de uso. Contrariamente ao que era esperado, as preocupações com a privacidade e a segurança dos dados, não se revelaram determinantes, pois os entrevistados mostraram-se mais preocupados com um tipo de risco inesperado, o risco de consumismo. Os entrevistados demonstraram na sua generalidade atitudes positivas em relação ao Marketing de Proximidade, e intenção de participar nas suas campanhas. O presente estudo contribui para o preenchimento da lacuna de conhecimento existente acerca do Marketing de Proximidade, e auxilia ainda as empresas a desenvolverem campanhas mais eficazes.
Proximity marketing is a communication strategy that allows to send advertising messages to consumers' devices that are nearby or inside the point of sale. The messages reach only the consumers who are in a specific and ideal location, and therefore, in the ideal mental state to complete a transaction. Because it is a relatively recent type of marketing, and still scarcely investigated, this research aims to understand the factors that influence Millennial's attitudes regarding Proximity Marketing, as well as the intention to participate in its campaigns. For this purpose, a qualitative methodology was used, and sixteen in-depth semi structured interviews were carried out to individuals of the millennial generation. According to the results, the attitudes of the interviewees are influenced by compatibility, relevant content, perceived utility, and ease of use. Contrary to expectations, concerns about privacy and data security were not decisive, as the questioned individuals were more concerned about an unexpected type of risk, the risk of consumerism. The interviewed demonstrated in general positive attitudes towards Proximity Marketing, and the intention to participate in their campaigns. The present study contributes to filling the existing knowledge gap about Proximity Marketing and helps companies to develop more effective campaigns.
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Atwong, Andrew. "Proximity to Children: A Geospatial Approach to Understanding the Relationship between Fast Food and Schools." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1362.

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In a time when Americans are waking up to the health consequences of consuming fast food, researchers have discovered that fast food restaurants seem to be located in greater concentrations near primary or secondary schools. While this phenomenon affects the food environments of some children and carries implications as to their short term and long term health (which has also been well researched), this paper focuses primarily on fast food restaurants that are within walking distance of schools. Using Geographic Information Systems (GIS) to integrate geospatial, business, demographic, and food quality data, I use linear regressions to examine whether and which fast food restaurants achieve greater sales by being closer to schools. By including an interaction term in my regressions, I find that low-quality, unhealthy fast food restaurants are rewarded with higher sales when in proximity to schools than identical restaurants that are farther away. Conversely, higher-quality fast food establishments actually earn lower sales when in proximity to schools. This paper adds to the existing literature by using fast food sales near schools to infer the dietary choices of children, evaluate the success of location strategies employed by the fast food industry, and offer new insights to public health professionals.
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Praly, Cécile. "Nouvelles formes de valorisation territoriale en agriculture : le cas de l’arboriculture de la moyenne vallée du Rhône." Thesis, Lyon 2, 2010. http://www.theses.fr/2010LYO20038/document.

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L’arboriculture de la Moyenne Vallée du Rhône, concurrencée par les pays à faible coût de production, subit une importante crise structurelle. Dans ce contexte, nous interrogeons les liens existants entre l’arboriculture et ses territoires. Ils peuvent en effet constituer des ressources mobilisées par les acteurs locaux pour développer des formes de valorisation territoriale.Le modèle productif historique de l’arboriculture de la Moyenne Vallée du Rhône, celui de bassin de production-expédition, est aujourd’hui remis en question par deux tensions opposées. La première, dite « centrifuge », est exercée par les principaux expéditeurs qui élargissent leur aire d’approvisionnement au-delà de celle du bassin de production pour être capables d’offrir des volumes de fruits standardisés satisfaisant à la demande des grands distributeurs. A l’inverse, un ensemble de tensions « centripètes » produisent un effet de morcellement interne au bassin, résultant des initiatives d’identification territoriale des fruits portées par les producteurs. A l’intersection de ces tensions, les arboriculteurs développent des stratégies pour maintenir la viabilité économique de leurs exploitations. La tendance est d’ajouter aux circuits d’expédition existants de nouveaux débouchés qui valorisent plusieurs proximités entre production et consommation. Nous décrivons ainsi des « circuits de proximité » pluriels et multi-scalaires, où interviennent différents types de professionnels (grossistes, détaillants, IAA), de consommateurs (habitants ou plus éloignés) et de modes de commercialisation. S’articulant entre concurrence et complémentarité au bassin de production-expédition, ces circuits bénéficient de soutiens de la part des collectivités territoriales. La conclusion de la thèse propose une caractérisation des différents circuits de proximité ainsi qu’un cadre théorique pour penser la diversité des formes de valorisation territoriale en agriculture
The fruit growing sector in the Middle Rhône Valley, competed by low-cost-production countries, faces a serious structural crisis. Then, we analyze the links between the arboriculture and its territories which can constitue resources mobilized as territorial valorization forms by local actors.The historic productive model of the arboriculture in the Middle Rhône Valley, the production-shipping basin, is now questioned by two rival forces. The first, called « centrifugal », is exercised by the main shippers who enlarge their supply area to be able to deliver large volumes of standardized fruits, relevant for the main retailers demand. In the opposite, some « centripetal » forces produce a fragmentation effect in the basin. These result from territorial identification initiatives for fruits, lead by the producers.Between these forces, farmers develop some strategies to maintain economic viability of their farms. They add to the existing shipping-circuits news outlets which valorize various proximities between production and consumption. We describe multi-scale « proximity circuits », including different types of the fruits supply chain actors, of consumers and marketing chanels. These circuits are shaped by competition and complementarity relationships with the basin of production-shipping. They benefit from the local communities supports.The conclusion of the research displays a characterization of the different proximity circuits and a theorical model to analyze the diversity of territorial valorization forms in agriculture
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Decorps, Charlotte. "Renforcement de l’auto-efficacité par la transportation mentale : amélioration du pouvoir persuasif de communications prosociales en faveur du don de soi." Thesis, Université Grenoble Alpes (ComUE), 2019. http://www.theses.fr/2019GREAG001/document.

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Alors que l’auto-efficacité apparaît comme une variable majeure de l’explication des comportements, peu de recherches se sont intéressées aux mécanismes susceptibles de l’améliorer dans le contexte particulier de la communication. De même, malgré les forts enjeux liés au don d’organes et au don de gamètes, ces causes ont peu reçu l’attention des chercheurs en marketing social et en communication persuasive. Au fil des recherches, l’expérience vicariante (apprentissage par observation) est apparue comme l’un des leviers majeurs d’auto-efficacité. L’objectif était donc de transposer cette expérience vicariante dans un contexte imaginaire en activant une imagerie mentale de transportation. Cette expérience de transportation, suscitée par des communications sous forme narratives et impliquant l’identification du récepteur au personnage de l’histoire, a permis de donner envie aux récepteurs de ressembler au donneur et a renforcé leur auto-efficacité à faire don de leurs organes / de leurs gamètes. Deux études indépendantes ont été menées pour tester et valider le modèle de recherche proposé. Les apports et limites de cette recherche sont soulignés et des voies de recherche future sont développées
While self-efficacy appears as a main behaviour’s explanatory variable, little research has been conducted regarding the potential mechanisms that could improve self-efficacy in the specific context of marketing communication. Moreover, despite the strong stakes linked with organ and gamete donations, such causes have received little attention from researchers in social marketing and persuasive communication. Through research, vicarious experience (observation learning) appeared as one of the main levers of self-efficacy. The objective was to transpose this vicarious experience in an imaginary context by activating transportation mental imagery. This transportation experience, provoked by narrative communications and involving receiver’s identification to the main character of the story, leads to receiver’s desire to look like the donor and to the reinforcement of their self-efficacy to donate their organs / gametes. Two independent studies were conducted in order to test and validate the proposed research model. Contributions and limits of this research are highlighted and potential future research directions are presented
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Book chapters on the topic "Proximity Marketing"

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D’Auria, Anna, Tiziana Russo Spena, and Francesco Bifulco. "Proximity Marketing and Context-Information Awareness." In Contributions to Management Science, 161–80. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-63376-9_8.

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Rykowski, Jarogniew, Tomasz Chojnacki, and Sergiusz Strykowski. "In-Store Proximity Marketing by Means of IoT Devices." In IFIP Advances in Information and Communication Technology, 164–74. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99127-6_15.

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Giovanis, Apostolos, Androniki Kavoura, Ioannis Rizomyliotis, Sotiris Varelas, and Aspasia Vlachvei. "Exploring the Factors Affecting Consumer Acceptance of Proximity M-Payment Services." In Strategic Innovative Marketing and Tourism, 551–58. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_63.

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Salis, Antonio, Glauco Mancini, Roberto Bulla, Paolo Cocco, Daniele Lezzi, and Francesc Lordan. "Benefits of a Fog-to-Cloud Approach in Proximity Marketing." In Lecture Notes in Computer Science, 239–50. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-030-10549-5_19.

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Correa, Elizabeth Ramírez, Erika Pulido Arjona, Carlos Osorio, and Stefania Pareti. "Factors Influencing the Adoption of Geolocation and Proximity Marketing Technologies." In Advances in Intelligent Systems and Computing, 517–25. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-68285-9_48.

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Chang, Chun-Tuan, Guei-Hua Huang, and Pei-Chi Liu. "Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism, and Issue Proximity Affect Green Communication." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 43–53. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_18.

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Ahmed, Faheem, and Pierre Valette-Florence. "Demystifying Perceived Psychological Proximity for Hedonic Product Choices: An Abstract." In Marketing Opportunities and Challenges in a Changing Global Marketplace, 495–96. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_201.

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de Kerviler, Gwarlann, Nathalie T. M. Demoulin, and Pietro Zidda. "Adoption of Proximity M-Payment Services: Perceived Value and Experience Effect (An Abstract)." In Marketing at the Confluence between Entertainment and Analytics, 275–76. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_50.

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Levesque, Nataly, and Harold Boeck. "Proximity Marketing as an Enabler of Mass Customization and Personalization in a Customer Service Experience." In Managing Complexity, 405–20. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-29058-4_32.

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Sansone, Marcello, Roberto Bruni, Annarita Colamatteo, and Maria Anna Pagnanelli. "Relational Proximity With Customers in the Retail Industry." In Advances in Marketing, Customer Relationship Management, and E-Services, 268–86. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7856-7.ch014.

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This chapter uses a theoretical background to identify and explain a new proximity concept in retail sector. In particular, adopting a marketing and management approach, an innovative type of “proximity” is presented, explaining a set of numerous elements and relationships that could link retailer, customer, and territory: “the relational proximity.” The factors useful to describe the roots of “relational proximity” between retailer and customer are presented and identified in a specific case study. The new concept of relational proximity represents the originality of this study. It explains the mood coming out from the integration between the retail value offering and its contextualization with environment, society, and contemporaneity. Following this logic, the retailers in the future will focus their competitive advantage working with the customers, building day by day their relational proximity.
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Conference papers on the topic "Proximity Marketing"

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Nicole Mndebele, Zanele, and Muthu Ramachandran. "IoT based Proximity Marketing." In 2nd International Conference on Internet of Things, Big Data and Security. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0006347903250330.

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Muddinagiri, Ruchika, Shubham Ambavane, Vivek Jadhav, and Santosh Tamboli. "Proximity Marketing Using Bluetooth Low Energy." In 2020 6th International Conference on Advanced Computing and Communication Systems (ICACCS). IEEE, 2020. http://dx.doi.org/10.1109/icaccs48705.2020.9074160.

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Poulopoulos, Dimitris, and Athina Kalampogia. "A Holistic Approach to Proximity Marketing." In Special Session on Appliances for Data-Intensive and Time Critical Applications. SCITEPRESS - Science and Technology Publications, 2019. http://dx.doi.org/10.5220/0007861106290634.

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AlBraheem, Lamya, Amal Al-Abdulkarim, Arwa Al-Dosari, Leena Al-Abdulkarim, Raghad Al-Khudair, Wafa Al-Jasser, and Weam Al-Angari. "Smart city project using proximity marketing technology." In 2017 Intelligent Systems Conference (IntelliSys). IEEE, 2017. http://dx.doi.org/10.1109/intellisys.2017.8324288.

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Papandrea, Michela, Silvia Giordano, Salvatore Vanini, and Piergiorgio Cremonese. "Proximity marketing solution tailored to user needs." In 2010 IEEE International Symposium on "A World of Wireless, Mobile and Multimedia Networks" (WoWMoM). IEEE, 2010. http://dx.doi.org/10.1109/wowmom.2010.5534936.

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Gajanova, Lubica, Jana Kliestikova, and Margareta Nadanyiova. "Application of NFC technology in proximity marketing." In Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/iscde-19.2019.85.

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Muddinagiri, Ruchika, Shubham Ambavane, Vivek Jadhav, and Santosh Tamboli. "Implementation of Proximity Marketing Leveraging Bluetooth Low Energy." In 2020 International Conference on Electronics and Sustainable Communication Systems (ICESC). IEEE, 2020. http://dx.doi.org/10.1109/icesc48915.2020.9155756.

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Date, Prakash Gulab, and Nilam Patil. "Proximity based and security aware rewarding system for mobile marketing." In 2016 Conference on Advances in Signal Processing (CASP). IEEE, 2016. http://dx.doi.org/10.1109/casp.2016.7746194.

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Kuan, Fu-Yung, En-Chi Chang, and Sin-Yao Chen. "REVISITING CONSUMER CONTAMINATION: INFLUENCES OF PROXIMITY AND SCOPE OF CONTACT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.08.03.03.

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Liu, Dongxiao, Jianbing Ni, Hongwei Li, Xiaodong Lin, and Xuemin Shen. "Efficient and Privacy-Preserving Ad Conversion for V2X-Assisted Proximity Marketing." In 2018 IEEE 15th International Conference on Mobile Ad Hoc and Sensor Systems (MASS). IEEE, 2018. http://dx.doi.org/10.1109/mass.2018.00014.

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