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| Author: | Ponsonby, S. Boyle, E. |
| Title: | The 'Value Of Marketing' and 'The Marketing Of Value' in contemporary times A literature review and research agenda |
| Journal: | Journal of Marketing Management
2004 : APR, VOL. 20:3-4, p. 343-361 |
| Index terms: | Marketing Value added Literature Research Models |
| Language: | eng |
| Abstract: | It seems that the traditionally accepted production based view of the value (hereafter as: v.) adding (hereafter as: v-a.) process is no longer realistic. For marketers to use the v-a. potential of consumption to fulfil the marketing concept, the nature of the process and the v. created by it need to be investigated. This paper provides an overview of the changing business environment and its implications for our understanding of the concept of v. It examines the increasing interest in the literature in the concept of experiential v. and highlights the problems caused by its very personal, idiosyncratic and situational nature, and suggests a conceptual model around which research into the topic can be organised. Finally, it suggests a methodology for carrying out research. |
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