Niche Envy: Marketing Discrimination in the Digital Age
Niche Envy: Marketing Discrimination in the Digital Age
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利基嫉妒：数字时代的营销歧视
DOI：
10.5860/choice.44-3955
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发表时间：
2009
影响因子：
--
通讯作者：
T. Lipinski
中科院分区：
文献类型：
--
作者：
T. Lipinski
利基嫉妒：数字时代的营销歧视约瑟夫·图罗。剑桥，MA：MIT。2008. 225页。14.95美元（pb）。最初出版于2006年的精装本，这本平装本今天同样有用。这个标题指的是两种嫉妒，第一种是竞争对手嫉妒一家公司可能拥有的客户群或利基市场，第二种是消费者嫉妒另一个消费者获得的真实的或感知到的差别待遇。作者彻底的文件，然后一般认为的影响，复杂的定制营销的基础上，一个特定的客户的个人资料。这不仅允许价格歧视，也允许产品和服务歧视。为顾客提供什么的选择不是由消费者做出的，而是由营销人员做出的：“数据库向营销传播核心的转移开始影响媒体、广告和社会”（第1-2页）。前几章叙述了广告和营销的发展，特别是在世纪后半叶。第4章讨论了通过互联网营销的发展和行业与联邦贸易委员会（FTC）之间的早期斗争，并回顾了互联网营销定制的各种模式，如搜索引擎营销（SEM）或定制的消息。第5章（反思电视）讨论了植入式广告的使用增加，这是对新系统的回应，如TiVo，它允许消费者跳过广告，以及互动性，作为对真人秀电视的回应，鼓励观众通过投票来决定叙事。这反过来又导致考虑广告内容中的互动性，而不是导致图罗预测“在15年内，各种商业信息的定制将是可行的，并具有竞争力”（第117页）的计划。图罗预测，未来的电视广告将与互联网上的广告并行。媒体节目的未来也可能受到操纵，因为两个观众，根据彼此的个人资料，可以观看同一个电视节目或有线电影，但看到主角喝不同的饮料，开不同的车，穿不同的设计师标签，第6章（定制商店）讲述了沃尔玛跟踪每一种产品的著名尝试，即所谓的篮子级分析。定制发生在各种服务产品中，例如在移动通过之后分配给客户的可变等待时间（也参见Laura Hildegree，Defusing the Threat of RFID：Protecting Consumer Privacy through Technology-Specific Legislation at the State Level，41哈佛民权-公民自由法律评论133 [2006]和Serena G. Stein，客户在哪里可以找到RFID的隐私保护？…
Niche Envy: Marketing Discrimination in the Digital Age Joseph Turow. Cambridge, MA: MIT. 2008. 225 pp. $14.95 (pb).Originally published in hardcover in 2006, this paperback version is no less useful today. The title refers to two sorts of envy, first by competitors who envy the customer base or niche that one company may possess and second by consumers who are envious of real or perceived differential treatment another consumer receives. The author thoroughly documents then generally considers the implications of the sophisticated customization of marketing based upon a particular customer's profile. This allows not only for price discrimination but also for product and service discrimination. The choice of what to offer a customer is made not by the consumer but by the marketer: "the movement of databases to the heart of marketing communication is beginning to affect the media, advertising, and society" (p. 1-2).Early chapters recount the development of advertising and marketing, especially in the second half of the twentieth century. Chapter 4 discusses the development of marketing through the Internet and the early battles between the industry and the Federal Trade Commission (FTC) and reviews the various patterns of Internet marketing customization such as search engine marketing (SEM) or customized messages. Chapter 5 (Rethinking Television) discusses the increased use of product placement as a response to new systems, such as TiVo, that allow consumers to skip commercials, and interactivity, in response to reality television, that encourages viewers to determine narrative through voting. This in turn leads to the consideration of interactivity in the advertising content as opposed to the program leading Turow to predict that "within 15 years customization of all sorts of commercial messages will be feasible and competitively essential" (p. 117). Turow predicts that the future of television advertising will parallel practice on the Internet.The future of media programming may also be subject to manipulation in that two viewers, depending on each other's profile, can watch the same television show or made for cable movie but see the protagonist drink a different beverage, drive a different car, wear a different designer label, etc. Chapter 6 (The Customized Store) recounts the well-known attempts by Wal-Mart to track every product, so-called basket-level analysis. Customization occurs in various service products, such as the variable wait-time customers are assigned after moving through (See also, Laura Hildner, Defusing the Threat of RFID: Protecting Consumer Privacy through Technology-Specific Legislation at the State Level, 41 Harvard Civil Rights-Civil Liberties Law Review 133 [2006] and Serena G. Stein, Where Will Customers Find Privacy Protection from RFIDs? …