Markets for Product Modification Information

  title={Markets for Product Modification Information},
  author={Ganesh Iyer and David A. Soberman},
  journal={Marketing Science},
An important product strategy for firms in mature markets is value-adding modifications to existing products. Marketing information that reveals consumers' preferences, buying habits, and lifestyle is critical for the identification of such product modifications. We consider two types of value-adding modifications that are often facilitated by marketing information:retention-type modifications that increase the attractiveness of a product to a firm's loyal customers, andconquesting-type… Expand

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