Urban Archetypal Hedonistas (34:00)

Caldwell Marylouise, The University of Sydney, Australia
Henry Paul, The University of Sydney, Australia
A meta-analytic literature review suggests that successfully implementing a marketing orientation associates with higher revenue and profits (Kirca et al., 2005). Yet academic literature provides limited guidance as to how this goal is practically achieved (An exception is Gebhardt et al., 2007). One observed barrier is an inability by firm personnel to readily empathize with target consumers. Videos depicting consumer archetypes is one way of addressing this problem.

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