Nostalgia Marketing - Radoslav Baltezarevic - Bog

¿Nostalgia Marketing - a new meaning of experiences from the past¿ is a book, which provides a valuable contribution to marketing and communication professionals, providing them with information on nostalgia marketing methods, as new trends that have been used lately in the digital gaming and streaming industry. These methods reshape traditional marketing approaches, communicate with consumers on a subconscious level and change their perceptions, attitudes towards brands, and ultimately their purchasing decisions.This book provides a theoretical and empirical support to marketers and companies to develop and implement nostalgia marketing strategies. The study offers interesting insights with regards to how consumers assign meaning and value to nostalgic brands and the effect of nostalgic feelings on the purchase.