...omputers did not have to be built that way: there could simply be a world of consumer information technology that comprised appliances. As with a Flex... ...s, and car- tridges became a more cost-effective way to install software. The consumer merely needed to know how to load in the cassette, diskette, or ... ...m in the late 1980s, 1 what cheap processors would small firms and mainstream consumers be using today? One possibility is a set of information applia... ...ost of deploying specialized hardware for that purpose might have ex- ceeded consumer demand. There is still the question of networking. People would ... ...dvance, however, was the dial-up modem, a crucial piece of hardware bridging consumer information processors and the world of computer networks, wheth... ...ativity, but it lacks accessibility. 11 The Generative Pattern 77 Affordance Theory Fields such as psychology, industrial design, and human-computer i... ...ble options are as obvious and inviting as possible to the intended users. A theory of affordances can also be used to predict what various people migh... ...he damage that they can inadvertently do. Yet unlike generativity, affordance theory does not focus much on systemic output. Instead, it takes one obje... ... and delineates its possible or likely uses. More recent incarnations of the theory suggest that the object’s designer ought to anticipate its uses an...

...MEDIARY DISSEMINATORS OF CONCEPTS 78 Mass Media 78 INTERPERSONAL CHANNELS 81 THE CONSUMER'S PLACE IN "PLACE" 84 DESIGNING AND ORGANIZING THE CHANN... ...RATEGY FOR THE PRIVATE SECTOR INITIATIVE PROGRAM 99 Promotion. 99 SUMMARY 102 9 CONSUMER RESEARCH IN SOCIAL MARKETING 103 IS THERE A "SOCIAL" CON... ...em marketing concepts. We have to assume that all ideas enter a marketplace where consumers of ideas are exposed to multiple claims and counterclai... ...7 PREFACE The objective of this work is to investigate meeting grounds where the theory and practice of marketing overlap with processes of dissem... ...usiness of proposing and diffusing concepts, such as freedom of the press, nudism, consumer cooperatives, or "Join the Peace Corps." (a more complet... ...pectively. Part III presents a real-world application (Chapter 8), then considers consumers of concepts (Chapter 9) and finally market segmentation... ...rigorous … (but) specialized and narrow" (p. 60). This book attempts to bridge the theory /practice gap, first by postulating concepts such as a pre... ...upon which their wishes 11 safely can be carried out. That at any rate is the theory of our constitution. (Oliver Wendell Holmes [ 1919) in Abr... ...rs are sequenced to suit the reader having little or no familiarity with marketing theory. Those with some grounding in the subject might first perus...

...signs, experience, physique, or biography, etc. directly to end-users and consumers. This is a return to pre-industrial times when artisans ruled the... ...to whole segments of the industry (e.g., small, or web-based publishers). Consumers - inundated, disappointed and exhausted - will pay a premium for ... ... to centralized, continuously updated, "addressbooks" of clients (stores, consumers, media, etc.). This reduces the time to market and increases eff... ...tion and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk." T... ...conversion from exposure to a marketing message (even from peers within a consumer network) - to an actual sale is a convoluted, multi-layered, high... ...is case be more readily tolerated as a marginal phenomenon. This is the theory. But the facts are tellingly different. The less the cost of product... ...is not the main function of the advertising dollar. Modern economic signal theory has cast advertising in a new and surprising - though by no means c... ...prising - though by no means counterintuitive - light. According to this theory, the role of advertising is to signal to the marketplace the adverti... ... (CEE). Broadband and e-commerce are distant rumors (ISDN is available in theory but not so in practice - DSL and ADSL are not available at all). Ra...