Caderno Profissional de Marketing Unimep
Scope & Guideline
Bridging research and practice in contemporary marketing.
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
The journal emphasizes understanding consumer behavior across different demographics, including online consumers, visually-impaired individuals, and generational trends such as millennials and Generation Z. - Marketing Strategies and Innovations:
It explores innovative marketing strategies, including digital marketing, sensory marketing, and integrated marketing communications, to adapt to contemporary market dynamics. - Social Responsibility in Marketing:
The journal highlights the role of corporate social responsibility and ethical marketing practices as essential components of modern marketing strategies. - Sector-Specific Studies:
Research includes sector-specific analyses, such as marketing in the fashion industry, food consumption trends, and the impact of digital banking, showcasing the journal's commitment to diverse marketing applications. - Methodological Contributions:
The journal also focuses on advancing research methodologies in marketing, proposing new frameworks and tools for analyzing consumer behaviors and marketing effectiveness.
Trending and Emerging
- Digital Transformation in Marketing:
There is a significant rise in research related to digital marketing strategies, particularly in the context of e-commerce, social media influence, and the use of digital banking platforms. - Consumer Engagement and Experience:
Studies focusing on enhancing consumer engagement and the overall customer experience have gained momentum, illustrating a shift towards understanding consumer relationships in a digital age. - Sustainability and Ethical Marketing:
An increasing number of publications address sustainability in marketing practices, emphasizing the importance of ethical considerations and social responsibility in attracting modern consumers. - Impact of COVID-19 on Consumer Behavior:
Research exploring the effects of the COVID-19 pandemic on consumer behavior and marketing strategies has surged, highlighting adaptive marketing practices in response to unprecedented market changes. - Behavioral Insights and Psychological Factors:
There is a growing interest in the psychological aspects influencing consumer behavior, including the effects of sensory marketing and emotional responses to advertising campaigns.
Declining or Waning
- Traditional Marketing Approaches:
There seems to be a decline in research focused on traditional marketing tactics, as more studies pivot towards digital and integrated marketing strategies that reflect current consumer behaviors. - Static Consumer Profiles:
The exploration of static consumer profiles is less prevalent, with a noticeable shift towards dynamic and evolving consumer behavior studies that consider changing market conditions and preferences. - Homogeneous Market Studies:
Research that treats markets as homogeneous units is becoming less frequent, indicating a move towards more nuanced studies that recognize the diversity within consumer segments and their unique needs. - Limited Scope of Marketing Metrics:
There is a reduction in studies focusing solely on conventional marketing metrics, as the field increasingly values holistic approaches that incorporate customer experience and relationship management. - Niche Marketing Research:
The focus on niche marketing strategies appears to be declining, potentially due to the increasing importance of broader, more inclusive marketing approaches that address larger audiences.
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