Transcendental Marketing: A Conceptual Framework and Empirical Examples
2008 (English)In: Australian New Zealand Marketing Academy Conference ANZMAC,2008, Sydney: University of Western Sydney , 2008, 188- p.Conference paper (Refereed)
This article introduces the concept of transcendental marketing, which is an emerging approach to marketing with the potential of attracting and keeping customers. In an attempt to develop theory around the concept, this article expands on the concept of transcendental management and provides illustrative empirical examples of how transcendental marketing is practiced at two different firms. Finally, a number of research propositions are developed regarding antecedents, contents, and outcomes of transcendental marketing.
Place, publisher, year, edition, pages
Sydney: University of Western Sydney , 2008. 188- p.
Marketing, transcendental, transformational
Engineering and Technology
IdentifiersURN: urn:nbn:se:liu:diva-43869Local ID: 74991OAI: oai:DiVA.org:liu-43869DiVA: diva2:264729