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Some theoretical perspectives of co-creation and co-production of value by customers

机译:客户共同创造和共同创造价值的一些理论观点

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Orientation: The initial introduction of co-production and co-creation in the marketing literature in all likelihood was in 1986 when Kotler used the term ‘prosumer' (initially coined by Toffler in 1980) to refer to customers who produce some of the goods and services they consume. Kotler also noted an increase in people's propensity to act as a prosumer of some of the goods and services they bought.Motivation for the study: No real attention was paid to the concepts of co-production and co-creation by marketing academics after the initial introduction of the concepts. Only after the year 2000 did co-production and co-creation begin to receive the attention of marketing academics, with a substantial increase in publications over the past few years.Contribution/value-add: The objective of this article was to present an overview of the origin and development of co-creation and co-production in marketing, to draw a distinction between the two concepts and to address the implications of these concepts for various decision areas in marketing.
机译:定位:1986年,在Kotler使用“生产者”一词(最初由Toffler于1980年创造)来指代生产某些商品和产品的客户时,营销文献中首次引入了共同生产和共同创造。他们消费的服务。科特勒还指出,人们购买产品和服务的倾向越来越高。研究动机:最初,市场营销学者并未真正关注联产和共创的概念概念的介绍。仅在2000年之后,合作生产和共同创造才开始受到市场营销学者的关注,在过去几年中出版物大量增加。贡献/增值:本文的目的是提供概述共同创造和联合生产在营销中的起源和发展,以区分这两个概念,并解决这些概念对营销中各个决策领域的影响。

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