Noel Capon

A Model and Methodology for the Development of Consumer Information Programs

Coauthor(s): Richard Lutz.

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Abstract:
Consumer information programs can be more effective if they are conceived within a marketing framework which views consumer information as a product to be marketed. A methodology is outlined which can assist consumer information program developers in identifying information needs from the consumer's point of view, rather than the policy maker's.

Source: Journal of Marketing
Exact Citation:
Capon, Noel, and Richard Lutz. "A Model and Methodology for the Development of Consumer Information Programs." Journal of Marketing 43 (January 1979): 58-67.
Volume: 43
Pages: 58-67
Date: 1 1979