Abstract: Consumarketing is a combination of two different but related concepts, ‘Consumer and marketing’ combining to form or introduce a new concept in marketing management. Consumarketing is seen simply as the act of identifying loyal and seriuos consumers and using them indirectly as promotional agents for the produt of the organization. Some companies’ practice relate to consumarketing in some ways, these have failed to yield all encompasing results because the idea they practice is not conceptualized and also directed towards wrong set of people i.e customers instead of consumers. It is on this premise that this concept of consumarketing is conceived, this discussions review submissions of authorities (secondary data) on explanation of Consumer and marketing. This paper also provides hypothetical analysis of how this concept can be practiced economically and how this can increase the market or potential market of companies. On the basis of this discourse, it becomes clearer how Consumarketing can be used to achieve marketing objectives of a business organization.
Keywords: Consumer, Marketing, Consumarketing, Customer.
Title: CONCEPTUALIZATION OF CONSUMARKETING: AN ANALYTICAL DISCOURSE
Author: Akinbode SANGODAPO
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
