Authentic marketing pragmatic marketing (components, foregrounds, outcomes): interactions & conflicts

• Autor(a) principal: Ali Esmaeili, Zohreh
• Data de Publicação: 2020
• Outros Autores: Kheiry, Bahram, Farahbod, Farzin
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Independent Journal of Management & Production
• Texto Completo: http://www.ijmp.jor.br/index.php/ijmp/article/view/1150
• topic: Authentic Marketing; Pragmatic Marketing; Paradigm Shift; Cultural Marketing; Authentic Brand.

The age of new technology is fraught with contradictions, engagement and communications that the customer with the crisis of meaning and absurdity that stems from obedience and consumption. And in the same vein, authenticity, which Katler considers to be the most effective element in this era, in order to achieve a sustainable development and response to the psychological adventures of the customer, which he calls the human soul. Also, the efforts of brands to maintain and develop their own beliefs and philosophies have made it necessary to study the concept of authentic marketing. And, on the other hand, the study of its interaction with the pragmatic marketing, which is a response to the material needs of the client, is necessary, therefore, their consequences can be the answer to the theoretical vacuum of marketing science to solve customer's contradictions in the new paradigmatic shift. The present research is applied in terms of purpose and uses the method of qualitative research in the form of the Structural Foundation data theory. Methods of collecting data is through in-depth interviews and observing. Eventually, data were analyzed using the principles related to underlying theory (open and selective coding, continuous comparative analysis, creation of concepts and compilations). Finally, this study suggests that changing marketing paradigm to solve the problems of new age for authentic brand production.