Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing
| Autor: | Gregory A. Miller, Marian Huhman, Timothy Edgar |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Economics and Econometrics Return on marketing investment 030505 public health business.industry Marketing effectiveness 05 social sciences Product strategy Advertising Quantitative marketing research Marketing mix Marketing strategy 03 medical and health sciences Marketing management 0502 economics and business Economics 050211 marketing 0305 other medical science business Relationship marketing |
| Zdroj: | Social Marketing Quarterly. 23:80-98 |
| ISSN: | 1539-4093 1524-5004 |
| DOI: | 10.1177/1524500416678586 |
| Popis: | The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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