THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY

Abstract

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

Citation

Bloch, P.H. (1986), "THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY", Journal of Consumer Marketing, Vol. 3 No. 3, pp. 51-62. https://doi.org/10.1108/eb008170