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Using information situations to guide marketing strategy

Paul N. Bloom (Professor of Marketing at the Kenan‐Flagler Business School at the University of North Carolina at Chapel Hill.)
James E. Pailin (Marketing faculty at the Owen Graduate School of Management of Vanderbilt University, Nashville, Tennessee, USA.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 May 1995

2620

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

Citation

Bloom, P.N. and Pailin, J.E. (1995), "Using information situations to guide marketing strategy", Journal of Consumer Marketing, Vol. 12 No. 2, pp. 19-27. https://doi.org/10.1108/07363769510084876

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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