haku: @author Holbrook, M. / yhteensä: 6
viite: 2 / 6
| Tekijä: | Holbrook, M. |
| Otsikko: | The four faces of commodification in the development of marketing knowledge |
| Lehti: | Journal of Marketing Management
1995 : OCT, VOL. 11:7, p. 641-654 |
| Asiasana: | MANAGEMENT DEVELOPMENT MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Commodification may be defined as the process or custom of treating some object (a person, place, thing, event, idea or whatever) as "a commodity to be shaped, packaged, distributed and marketed". The author takes commodity in this context as a reference to any object whatsoever that is offered to any market whatsoever in exchange for any intrinsic reward whatsoever. Obviously, the intrinsic reward could take the form of a simple monetary payoff - simple money offered in an appeal to greed, for example. But also such rewards could appear as incentives associated with career advancement, with research funding, with administrative approval, or with celebrity status. |
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