Online from: 1984
Subject Area: Marketing
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|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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