Niche Envy

Marketing Discrimination in th Digital Age

Joseph Turow

240 pages, parution le 10/10/2006

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Résumé

We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted--to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history--or even by race, gender, and political opinions--what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life?

Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing--pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

L'auteur - Joseph Turow

Joseph Turow, called by the New York Times "probably the reigning academic expert on media fragmentation," is Robert Lewis Shayon Professor and Associate Dean for Graduate Studies at the Annenberg School for Communication, University of Pennsylvania. He is the the author of Breaking Up America: Advertisers and the New Media World, among other books, and the editor of The Wired Homestead (MIT Press, 2003).

Sommaire

A Major Transformation
Confronting New Worries
Drawing on the Past
The Internet as Test Bed
Rethinking Television
The Customized Store
Issues of Trust
Envy, Suspicion, and the Public Sphere

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Caractéristiques techniques

	PAPIER
Éditeur(s)	The MIT Press
Auteur(s)	Joseph Turow
Parution	10/10/2006
Nb. de pages	240
Format	16 x 23,5
Couverture	Relié
Poids	490g
Intérieur	Noir et Blanc
EAN13	9780262201650
ISBN13	978-0-262-20165-0