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Consumer Theory (X) Marketing Management (X)

       
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The Future of the Internet : And How to Stop It

By: Jonathan Zittrain

...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...

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The Marketing of Ideas and Social Issues

By: Seymour Fine

...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...

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