Question

Topic: Research/Metrics

Software Marketing-a Topic For Academic Research?

Posted by Anonymous on 12/30/2011 at 12:47 PM ET 25 Points
Hello!

I've just thought that B2C software has several properties of (i) products, (ii) services and (iii) media goods. All of the three, in turn, have their "specialities" within marketing research and in practical handling.

For instance, in product marketing we deal with "traditional" marketing issues; in services marketing the issues of intangibility and of integration of the consumer in production process harden an a-priory assessment of quality and extend the classic 4Ps to 7Ps; in case of media goods we have deal with zero margin costs of reproduction, i.e. zero copy costs, and so on.

So the questions that arise are:
- is B2C software due to its properties capable of "founding" a new branch of academic research on marketing (such as services were at times of classic marketing)?
- what do you think, which issues should be researched fist and how these issues can be addressed within academic research? In other words - what are the research questions?

I would very appreciate your opinion about these questions!

Thank you in advance!

Paul Marx
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RESPONSES

  • Posted by koen.h.pauwels on 1/12/2012 at 1:54 AM Accepted
    Hi Paul,

    Interesting research topic indeed due to this combination of characteristics. As to your questions:

    1) No, in my opinion this is not sufficient for 'founding' a new branch of academic research, like services and the health industry has. Even if it were, I advice not to see this as a goal, instead you and colleagues can work on producing (more) great research in the area and then over time it may grow intor a new branch

    2) the research questions are suggested by your insights: are consumer behavior, company marketing actions and their success, and the competitive landscape for B2C software more like (i) products, (ii) services or (iii) media goods, or a specific combination of these 3?

    All the best with this important topic!

    Cheers,

    Koen
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