Product marketing

About: Product marketing is a research topic. Over the lifetime, 863 publications have been published within this topic receiving 12101 citations.

Breaking Free from Product Marketing

Abstract: Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.

Neuromarketing: the hope and hype of neuroimaging in business

Abstract: The application of neuroimaging methods to product marketing - neuromarketing - has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released - when it is just an idea being developed.

Survey on mining subjective data on the web

Abstract: In the past years we have witnessed Sentiment Analysis and Opinion Mining becoming increasingly popular topics in Information Retrieval and Web data analysis. With the rapid growth of the user-generated content represented in blogs, wikis and Web forums, such an analysis became a useful tool for mining the Web, since it allowed us to capture sentiments and opinions at a large scale. Opinion retrieval has established itself as an important part of search engines. Ratings, opinion trends and representative opinions enrich the search experience of users when combined with traditional document retrieval, by revealing more insights about a subject. Opinion aggregation over product reviews can be very useful for product marketing and positioning, exposing the customers' attitude towards a product and its features along different dimensions, such as time, geographical location, and experience. Tracking how opinions or discussions evolve over time can help us identify interesting trends and patterns and better understand the ways that information is propagated in the Internet. In this study, we review the development of Sentiment Analysis and Opinion Mining during the last years, and also discuss the evolution of a relatively new research direction, namely, Contradiction Analysis. We give an overview of the proposed methods and recent advances in these areas, and we try to layout the future research directions in the field.

Children as consumers: advertising and marketing.

Abstract: Summary Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to narrow cast to children, thereby creating a growing media space just for children and children’s products. Calvert explains that paid advertising to children primarily involves television spots that feature toys and food products, most of which are high in fat and sugar and low in nutritional value. Newer marketing approaches have led to online advertising and to so-called stealth marketing techniques, such as embedding products in the program content in films, online, and in video games.

An Empirical Investigation of Factors Influencing the Success of Customer-Oriented Strategic Systems

Abstract: A case research strategy was utilized to study first-mover strategic systems which companies had built and offered to their customers in support of a primary product or service. The study investigated eleven systems to discover the factors which enabled or inhibited the following outcomes: developing a first-mover customer-oriented strategic system (COSS); achieving a high level of adoption of the COSS by customers; obtaining competitive advantage from the COSS. In general, the findings supported previous research in the IS implementation and strategic systems literature. Factors that are related to the successful implementation of information systems and the competitive environment of the firm were associated with systems that were developed and introduced to the market first. Factors that are related to the adoption of innovations and information systems and to successful product marketing were associated with high adoption. There were several findings which had not been previously reported in the liter...