The Strategic and Tactical Implications of Convenience in Consumer Product Marketing

Lew G. Brown

doi:10.1108/EUM0000000002550

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Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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The Strategic and Tactical Implications of Convenience in Consumer Product Marketing

Document Information:
Title:	The Strategic and Tactical Implications of Convenience in Consumer Product Marketing
Author(s):	Lew G. Brown, (Teaches marketing, marketing strategy, and business policy at UNC-Greensboro)
Citation:	Lew G. Brown, (1989) "The Strategic and Tactical Implications of Convenience in Consumer Product Marketing", Journal of Consumer Marketing, Vol. 6 Iss: 3, pp.13 - 19
Keywords:	Consumer behaviour, Consumer goods, Convenience foods, Marketing
DOI:	10.1108/EUM0000000002550 (Permanent URL)
Publisher:	MCB UP Ltd
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.

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