Retromarketing: concepts, determining factors, strategies, and scopes of application

Retromarketing, also known as nostalgia marketing, is a strategy/activity that "uses the past to sell in the present". Its growth has been exponential in recent years, both in academia and in business praxis. The objective of this paper is to carry out a theoretical review on this topic, and for this it extends in its essential terminology, in the determining factors of retro/vintage demand, in the most relevant strategies, and in the specific areas of application. of retromarketing.

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Alternative title:	Retromarketing: conceptos, factores determinantes, estrategias y ámbitos de aplicación
Year of publication:	2022
Authors:	Membiela Pollán, Matías Enrique ; Ramos López, Diego ; Crespo Pereira, Verónica
Published in:	Atlantic Review of Economics (ARoEc). - ISSN 2174-3835. - Vol. 5.2022, 1
Publisher:	A Coruña : Colegio de Economistas de A Coruña
Subject:	retromarketing \| nostalgia \| retrobranding \| retro product \| vintage product \| emociones

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	1812821441 [GVK] hdl:10419/282290 [Handle]
Classification:	M21 - Business Economics ; M31 - Marketing ; M37 - Advertising
Source:	EconStor

Persistent link: https://www.econbiz.de/10014468654