Considers one of the most contentious criticisms of marketers, namely that they develop frivolous products. Discusses the definitional issues involved in assessing the degree of frivolity which might be associated with a given product, and suggests how marketing research might be involved with the creation of this association.
Mitchell, V. and Davies, R. (1995), "Does marketing research encourage the development of frivolous products?", Marketing Intelligence & Planning, Vol. 13 No. 1, pp. 28-34. https://doi.org/10.1108/02634509510079351Download as .RIS
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