A Reflection on Marketing 4.0 From the Perspective of Senior Citizens’ Communities of Practice

Based on an exploration of the marketing strategies employed in senior citizens’ communities of practice (CoPs), this study proposes that the concept of co-construction derived from learning theory is indispensable in Marketing 4.0, which builds on offline and online interaction between and among co...

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Bibliographic Details
Published in:SAGE open 2019-07, Vol.9 (3)
Main Author: Gau, Wen-Bing
Format: Article
Language:English
Subjects:
Advocacy
Attitudes
Communities of Practice
Community Centers
Consumer Education
Cooperation
Foreign Countries
Marketing
Older Adults
Participation
Sense of Community
Volunteers
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