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Customer Participation and Commodity Marketing

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Commodity Marketing

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

Commodity marketing puts specific challenges on marketers. Approaches of commodity marketing help to overcome those challenges. Customer participation as a newly discovered dimension in marketing thinking offers novel routes for commodity marketing. Customer co-production and customer co-creation of value-in-use are two genuine variants of customer participation. In this chapter, the authors demonstrate how a customer participation perspective can help to extend the scope of commodity marketing and to develop new approaches.

This chapter was originally published in German as Jacob, F., & Sievert, J. (2014). Die Kundenmitwirkung als Instrument des Commodity Marketings, In M. Enke, A. Geigenmüller, & A. Leischnig (eds.), Commodity Marketing. Springer Gabler, Wiesbaden. Translated and updated with permission.

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Author information

Authors and Affiliations

  1. ESCP Business School, Berlin, Germany

    Frank Jacob

  2. Alfaisal University, Riad, Saudi Arabia

    Thomas Aichner

Authors
  1. Frank Jacob
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  2. Thomas Aichner
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Correspondence to Frank Jacob .

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Editors and Affiliations

  1. TU Bergakademie Freiberg, Freiberg, Germany

    Margit Enke  & Alexander Leischnig  & 

  2. TU Ilmenau, Ilmenau, Germany

    Anja Geigenmüller

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Jacob, F., Aichner, T. (2022). Customer Participation and Commodity Marketing. In: Enke, M., Geigenmüller, A., Leischnig, A. (eds) Commodity Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90657-3_9

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