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| Author: | Iyer, G. Soberman, D. |
| Title: | Markets for product modification information |
| Journal: | Marketing Science
2000 : SUMMER, VOL. 19:3, p. 203-225 |
| Index terms: | PRODUCT MARKETING INFORMATION STRATEGY |
| Language: | eng |
| Abstract: | An important product strategy for firms in mature markets is value-adding modifications to existing products. Marketing information that reveals consumers' preferences, buying habits, and lifestyle is critical for the identification of such product modifications. The authors consider two types of value-adding modifications that are often facilitated by marketing information: retention-type modifications that increase the attractiveness of a product, and conquesting-type modifications that increase the appeal of its product to a competitor's loyal customers. |
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