Browsing by Subject "Consumer marketing"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
Item Internet community forums: An untapped resource for consumer marketers(Emerald, 2005) Pitta, Dennis A; Fowler, DaniellePurpose – To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2004) theoretical works and ongoing case developments in internet practice. Findings – Provides information and action approaches to consumer marketers that may increase the success, providing want-satisfying market offerings. Outlines the market research benefits of monitoring and participating in internet community forums and offers practical suggestions for maximizing their value in the marketing and marketing research. It also provides a series of tactics that consumer marketers may use to maximize the value of internet community forums for their firms. Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but have not been tested empirically. Practical implications – Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products and the identification of emerging consumer wants. Originality/value – This paper describes the nature and application of internet community forums to an important marketing process. It offers the potential of increasing marketing success by clearly and accurately identifying the wants of specific market segments.Item Online consumer communities and their value to new product developers(Emerald, 2005) Pitta, Dennis A; Fowler, DaniellePurpose – To explore an emerging area in internet practice that has implications for new product developers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2004) theoretical works and ongoing case developments in internet practice. Findings – Provides information and action approaches to new product developers that may increase the success and accuracy of resulting new products. Outlines the benefits of monitoring and participating in online consumer communities and offers practical suggestions for maximizing their value in the product development process. Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to the product development process but have not been tested empirically. Practical implications – Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products. Originality/value – This paper describes the nature and application of online consumer communities to an important marketing process. It offers the potential of improving the success of new products in the marketplace reducing significant waste.