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
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