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- catalog abstract "Conventionally, firms advertise and distribute products that they believe stand a good chance of fitting into the habitual lifestyle of large target consumer segments. Today, thanks to information technologies, there is an opportunity to do marketing differently, in a way that can potentially reduce marketing waste while giving consumers better access to what they really want. This opportunity, called consumer empowerment, requires firms to give up some control over key marketing variables (product definition, point of access, promotions, and/or price), in exchanges for an increased degree of consumer responsiveness.".
- catalog contributor b12153522.
- catalog contributor b12153523.
- catalog contributor b12153524.
- catalog created "c2001.".
- catalog date "2001".
- catalog date "c2001.".
- catalog dateCopyrighted "c2001.".
- catalog description "Conventionally, firms advertise and distribute products that they believe stand a good chance of fitting into the habitual lifestyle of large target consumer segments. Today, thanks to information technologies, there is an opportunity to do marketing differently, in a way that can potentially reduce marketing waste while giving consumers better access to what they really want. This opportunity, called consumer empowerment, requires firms to give up some control over key marketing variables (product definition, point of access, promotions, and/or price), in exchanges for an increased degree of consumer responsiveness.".
- catalog description "Includes bibliographical references.".
- catalog extent "13 p. ;".
- catalog isPartOf "Working paper (Harvard Business School. Division of Research) ; 01-077.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 01-077".
- catalog issued "2001".
- catalog issued "c2001.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Empowering consumers / Luc Wathieu, Michael Zoglio.".
- catalog type "text".