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IKEA -- Letting the Buyer Define What the Product Will Be
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Consumer Behavior Articles research papers
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[
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This 5 page report
discusses the concept presented 40 years ago, in Theodore Levitt’s Marketing Myopia
when he wrote: “The seller takes his cues from buyers in such a way that the product
becomes a consequence of the marketing effort, not vice versa.” The Swedish furniture
chain IKEA has made it clear that it understands such “issues” and is used as an example
of providing the product the consumer wants and needs. Bibliography lists 8 sources.
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Pages:
8
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Filename:D0_BWbuyers.rtf |
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Paper Title:
IKEA -- Letting the Buyer Define What the Product Will Be
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