Guest editorial: Introduction to special issue on “history of marketing in Spain”, part I

The first paper by Ana Isabel Jiménez-Zarco, M. Dolores Mendez-Aparicio and Alicia Izquierdo-Yusta, “Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands”, analyses the life history of the Spanish Generati...

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Bibliographic Details
Published in:Journal of historical research in marketing 2024-02, Vol.16 (1), p.1-2
Main Authors: Aramendia-Muneta, Maria Elena, Ruiz Moreno, Felipe, Martínez-Ruiz, María Pilar
Format: Article
Language:English
Subjects:
Communication
Evolution
Generation X
Higher education
History
Marketing
Social networks
Success
Tourism
Online Access:Get full text
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Summary:The first paper by Ana Isabel Jiménez-Zarco, M. Dolores Mendez-Aparicio and Alicia Izquierdo-Yusta, “Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands”, analyses the life history of the Spanish Generation X over the past five decades, treating the generational cohort as a market segment. From a social perspective, the paper underscores the power of brands as expressions of individuals’ needs, tastes or preferences throughout their life cycles. The research emphasises the significance of considering international context, technological changes and customer needs in formulating promotion strategies. [...]analysing communication campaigns in the tourism industry is crucial for its management and success.
ISSN:1755-750X
1755-750X
1755-7518
DOI:10.1108/JHRM-02-2024-087