Digital Marketing Instruments: Using Online Communities for Product Innovation
Journal Title: RECENT - Year 2009, Vol 10, Issue 27
Abstract
The pervasive diffusion of digital, IP-based Information and Communication Technologies has opened-up a vast array of opportunities for marketing researchers to explore and analyse the intricate fabric of socio-economic human behaviour far beyond the limits of business contexts. While a growing number of marketing scholars support the idea that consumers “produce”, giving actual value to the goods and services that they consume, the newly acquired knowledge has led to a profound change in the way marketing professionals conceive marketing, as a whole, and the marketing mix, in particular. Nowadays, marketers emphasise the importance of co-generating value by involving customers in the design and improvement process of goods and rendered services. Consumers participate in the creation of goods and services by not only reacting, sometimes critically, to companies’ modes of providing, but – more fundamentally – by constructing their consumption objects, both physically and culturally. Consumers develop the key components of a consumption culture (knowledge, meanings, and affect) and contribute to its progress, regardless of the market.
Authors and Affiliations
Alexis DAJ, Andreea CHIRCA
Keywords
Related Articles
- EP ID EP97039
- DOI -
- Views 100
- Downloads 0
Minimizing Makespan in a Flow Shop Scheduling Problem
This paper studies the problem of flow shop scheduling in order to minimize the maximum time of completion of all jobs. Taking into consideration all the aspects involved in scheduling this specific case of problem is on...
Control of Pneumatic Systems
In any system, regardless of the type of drive used, components of command and control are vital. This paper presents, not strictly the pneumatic element with which the command or control is achieved, but in a much more...
Study of the Assembly Motion for a Virtual Assembly System
This paper describes the virtual assembly automation systems, as decision support systems, for the better knowledge of assembly operation. The study of this procedure is described as well as the necessity for assembly sy...
Analysis of the Performance Criteria of Optoelectronic Systems
Analysing the results of the case study, I believe that the optimal choice optoelectronic systems is very important to determine and rank the performance criteria according to their contribution to fulfilling the mission...
Determining the Level of Logistics Automation Applicable in a Manufacturing Systems
This paper analyzes the economic conditions necessary for logistics automation of manufacturing systems to make effective and consistent with the company's financial strength. Based on the total purchase and operating co...