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Seeking Mass Market Acceptance for HighTechnology Consumer Products

Seeking Mass Market Acceptance for HighTechnology Consumer Products Discusses the various strategies for mass merchandizingtechnologically complex products and services. Considers fear oftechnology, hightech aficionados, and lifestyle differences as factorsin marketing hightech goods. Concludes that separate strategies foraficionados and nonaficionados should be developed, and also that morecustomeroriented strategies should take into account that theaficionados themselves can be segmented by interests. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Seeking Mass Market Acceptance for HighTechnology Consumer Products

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/EUM0000000002592
Publisher site
See Article on Publisher Site

Abstract

Discusses the various strategies for mass merchandizingtechnologically complex products and services. Considers fear oftechnology, hightech aficionados, and lifestyle differences as factorsin marketing hightech goods. Concludes that separate strategies foraficionados and nonaficionados should be developed, and also that morecustomeroriented strategies should take into account that theaficionados themselves can be segmented by interests.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jan 1, 1992

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