The Strategic and Tactical Implications of Convenience in Consumer Product Marketing
Abstract
Suggests that the construct of convenience has not been clearly defined and operationalized. Proposes a conceptual framework which can be used to examine the convenience of consumer products, involving five dimensions: time, place, acquisition, use and execution. Discusses the implications for managers and recommends that marketers gain an improved understanding of convenience given the predicted growth of the sector.
Keywords
Citation
Brown, L.G. (1989), "The Strategic and Tactical Implications of Convenience in Consumer Product Marketing", Journal of Consumer Marketing, Vol. 6 No. 3, pp. 13-19. https://doi.org/10.1108/EUM0000000002550
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited