Does marketing research encourage the development of frivolous products?
Vincent‐Wayne Mitchell
(Lecturer in Marketing)
Rachel Davies
(Researcher at the Manchester School of Management, UMIST, Manchester, UK.)
2138
Abstract
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.
Keywords
Citation
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/10.1108/02634509510079351
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited