Proximity Marketing

Preface

The debate on the concept of proximity marketing in business had begun with the growing concern of neighborhood marketing, relationship marketing, and modeling of economic geography. Neighborhood marketing has been practiced since long by consumer products companies like Mary Kay Cosmetics as community approach to marketing. Marketplace for community-centric products in health, food, textile, and sustainability is undergoing remarkable changes in fast-developing countries due to the ongoing major societal changes that reflect in the social and sectoral service system.¹ This has induced companies to make more careful, long-term strategic planning on their neighborhood business orientation and service provision to assure acceptable profit ...