Using information situations to guide marketing strategy
- 1 May 1995
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 12 (2) , 19-27
- https://doi.org/10.1108/07363769510084876
Abstract
Learning about whether target markets face search, experience, or credence situations when assessing a company′s product or service can help in formulating more effective marketing strategies. Depending on the information situation of the targets, a company may want to vary the information content and amount of its advertising, its use of brand names and warranties, its emphasis on personal selling, and other elements of its marketing program. Offers several propositions to guide marketing decision making.Keywords
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