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Leadership Marketing

Leadership Marketing

Paperback

Business General

ISBN10: 6208064627
ISBN13: 9786208064624
Publisher: LAP Lambert Academic Publishing
Published: Jul 23 2025
Pages: 120
Weight: 0.38
Height: 0.28 Width: 6.00 Depth: 9.00
Language: English
Previous studies have addressed marketing and leadership as separate fields. However, the connection between them arises from the need for continuous development in a changing environment, which has led to the emergence of research in the area of leadership marketing. This includes the development of the concept of generational leadership marketing (GLM), which results from merging ideas from both marketing and leadership. Its goal is to guide different generations of customers toward the organization's products and services. The main objective of GLM is to retain existing customers, identify the factors influencing the behavior of each customer generation, and design strategies and tactics that help convert existing customers into loyal, long-term clients. This, in turn, contributes to maximizing organizational value and increasing profits.

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Nafei, Wageeh

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Business General