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Customer Participation and Commodity Marketing

In: Commodity Marketing

Author

Listed:
  • Frank Jacob

    (ESCP Business School)

  • Thomas Aichner

    (Alfaisal University)

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.

Suggested Citation

  • Frank Jacob & Thomas Aichner, 2022. "Customer Participation and Commodity Marketing," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 153-165, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_9
    DOI: 10.1007/978-3-030-90657-3_9
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