Customer Participation and Commodity Marketing

Frank Jacob () and Thomas Aichner
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Frank Jacob: ESCP Business School
Thomas Aichner: Alfaisal University

A chapter in Commodity Marketing, 2022, pp 153-165 from Springer

Abstract: Abstract Commodity marketing puts specific challenges on marketers. Approaches of commodity marketing help to overcome those challenges. Customer participation as a newly discovered dimension in marketing thinking offers novel routes for commodity marketing. Customer co-production and customer co-creation of value-in-use are two genuine variants of customer participation. In this chapter, the authors demonstrate how a customer participation perspective can help to extend the scope of commodity marketing and to develop new approaches.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90657-3_9

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DOI: 10.1007/978-3-030-90657-3_9

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