A Review of Nostalgic Marketing

Rubo Cui

Jinan University Management School, Guangzhou, China.

DOI: 10.4236/jssm.2015.81015                

Abstract

This paper discusses the nostalgia in marketing. Nostalgia as a way to communicate with consumers has already been more and more favorable in the marketing field. Previous studies have shown that nostalgia has achieved good results in the field of marketing. This article will present the concepts and mechanism of nostalgic marketing, the target group and strategies of nostalgic marketing. Finally we summarized the myth in nostalgic marketing practice, so as to provide feasible suggestions for the successful implementation of nostalgia marketing in the future.

Keywords

Nostalgic Marketing, Mechanism, Target Group, Marketing Strategy

Conflicts of Interest

The authors declare no conflicts of interest.

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