The Strategic and Tactical Implications of Convenience in Consumer Product Marketing

Suggests that the construct of convenience has not been clearly defined and operationalized. Proposes a conceptual framework which can be used to examine the convenience of consumer products, involving five dimensions: time, place, acquisition, use and execution. Discusses the implications for managers and recommends that marketers gain an improved understanding of convenience given the predicted growth of the sector.

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Year of publication:	1989
Authors:	Brown, Lew G.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 6.1989, 3, p. 13-19
Publisher:	MCB UP Ltd
Subject:	Consumer behaviour \| Consumer goods \| Convenience foods \| Marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000002550 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849451