Marketing insects: can exploiting a commercial framework help promote undervalued insect species?
Marketing insects: can exploiting a commercial framework help promote undervalued insect species?
复制标题
昆虫营销：利用商业框架可以帮助推广被低估的昆虫物种吗？
DOI：
10.1111/icad.12405
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发表时间：
2020
影响因子：
3.5
通讯作者：
Hart A
中科院分区：
文献类型：
--
作者：
Hart A
1. The potential decline of insects and their contribution to ecosystem services is a matter of immense concern. 2. Reversing the current degradation of the natural world will require substantial attitudinal and behavioural shifts, but for this to occur people will need to buy‐in to decisions and choices that may be less desirable than those they currently make. 3. People will also need to appreciate the importance of ecosystems, habitats and species that are currently regarded as uncharismatic, including of course a great many insects and other invertebrates. To do this requires a radical shift in our approach to marketing the natural world in general and insects in particular. 4. We propose adopting the approach used so successfully in commercial marketing; the 4Ps framework (product, price, place and promotion). We outline examples of how this would result in more informed and effective ways to market biodiversity, expanding focus away from species traditionally considered charismatic. The public perception of insects, a group that includes some of the most loved and many of the most disliked taxa on the planet, could potentially be substantially improved by the use of this approach. 5. If such a marketing strategy can raise their perceived value, it follows that the public may care more about insects and empower conservation action.
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影响因子：
4.4
作者：
Constantinides, E.
通讯作者：
Constantinides, E.
DOI：
10.1007/978-90-481-9806-1_1
发表时间：
2011-01-01
期刊：
FORESTS, TREES AND HUMAN HEALTH
影响因子：
--
作者：
Nilsson, Kjell;Sangster, Marcus;Konijnendijk, Cecil C.
通讯作者：
Konijnendijk, Cecil C.
戴安娜如何提高动物园的收视率
影响因子：
64.8
作者：
C. Carvell;N. J. Inglis;G. Mace;A. Purvis
通讯作者：
A. Purvis
魅力与保护：魅力巨型动物对野生动物和动物园游客支持保护行为的影响
影响因子：
3.4
作者：
Jeffrey C. Skibins;R. Powell;Jeffrey C. Hallo
通讯作者：
Jeffrey C. Hallo
影响因子：
4.1
作者：
Bonney, Rick;Phillips, Tina B.;Enck, Jody W.
通讯作者：
Enck, Jody W.