6533b821fe1ef96bd127ae28

RESEARCH PRODUCT

A Broad Analysis of Marketing Strategies for their Incorporation as Activities in a User Centred Process

Sorin BorzaIunia Cristin Borza

subject

MarketingSystemReturn on marketing investmentDigital marketingComputer sciencebusiness.industryGeneral EngineeringEnergy Engineering and Power TechnologyHuman Computer InteractionQuantitative marketing researchMarketing mixMarketing strategyMarketing managementConsumersMarketingbusinessMarketing researchRelationship marketing

description

Abstract The goal of this paper is to analyze the most important Marketing Strategies that can be used for the development of interactive systems. First of all, an extensive Mapping Study has been achieved, in order to search what relationship exists between Marketing and Usability. Furthermore, a study of the state of the art has been achieved to discover whether Marketing Techniques and HCI concepts already co-exist in the existing bibliography, and to what extent. Finally, a SWOT analysis has been presented of the most important marketing strategies that exist on the Market: Product, Price, Promotion and Place.

yearjournalcountryeditionlanguage
2014-01-01Procedia Economics and Finance
10.1016/s2212-5671(14)00797-7http://dx.doi.org/10.1016/S2212-5671(14)00797-7