Marketing Technology to be seen rather as a means to meet customer needs and desires. This view has led to some marketers might exclusively to the customer at the expense of a deep understanding of technology and its interaction with society. Building on the ideas of the philosopher Heidegger and Popper, this article makes that technology is more than a means to the satisfaction of consumer needs and wants – it is an active force that often escapes the control of the market … Read more »

Marketing Technology to be seen rather as a means to meet customer needs and desires. This view has led to some marketers might exclusively to the customer at the expense of a deep understanding of technology and its interaction with society. Building on the ideas of the philosopher Heidegger and Popper, this article makes that technology is more than a means to the satisfaction of consumer needs and wants – it is an active force that often escapes the control of the marketer. Explores the ways in which to interact with technology, business, customers and society and suggests how companies can take different strategies for technology to take advantage of these emerging interactions.
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Pierre R. Berthon,
James Mac Hulbert,
Leyland Pitt
Source: California Management Review
20 pages.
Release date: 01 November, 2005. Prod #: CMR327-PDF-ENG
Consuming Technology: Why Marketers Sometimes Get It Wrong HBR case solution

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