Shikakeology and marketing

研究成果: Conference contribution

1 被引用数 (Scopus)

抄録

The aim of this paper is to provide a deeper understanding of Shikake through the lens of marketing. "The aim of marketing is to make selling superfluous" is a famous quote by Peter Drucker. Its key message is that marketing is not an effort to control or force consumers to purchase products or services, but an activity to create a situation where consumers engage in consumer behavior spontaneously. The core essence of Shikakeology is a spontaneous behavior change, and it is fair to assume that marketing and Shikakeology share a fundamental philosophy. This paper defines the key concepts in the intersection of marketing and Shikakeology and attempts to classify Shikakes in the field of marketing in accordance with participants' motivation and consciousness. Different types of consumer participation are described in case studies. Finally, attempts are made to reveal the key to success of a Shikake in the field of marketing and discuss future research opportunities.

本文言語English
ホスト出版物のタイトルShikakeology
ホスト出版物のサブタイトルDesigning Triggers for Behavior Change - Papers from the AAAI Spring Symposium, Technical Report
ページ101-106
ページ数6
出版ステータスPublished - 2013
外部発表はい
イベント2013 AAAI Spring Symposium - Palo Alto, CA, United States
継続期間: 2013 3月 252013 3月 27

出版物シリーズ

名前AAAI Spring Symposium - Technical Report
SS-13-06

Other

Other2013 AAAI Spring Symposium
国/地域United States
CityPalo Alto, CA
Period13/3/2513/3/27

ASJC Scopus subject areas

  • 人工知能

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