Shikakeology and marketing

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

The aim of this paper is to provide a deeper understanding of Shikake through the lens of marketing. "The aim of marketing is to make selling superfluous" is a famous quote by Peter Drucker. Its key message is that marketing is not an effort to control or force consumers to purchase products or services, but an activity to create a situation where consumers engage in consumer behavior spontaneously. The core essence of Shikakeology is a spontaneous behavior change, and it is fair to assume that marketing and Shikakeology share a fundamental philosophy. This paper defines the key concepts in the intersection of marketing and Shikakeology and attempts to classify Shikakes in the field of marketing in accordance with participants' motivation and consciousness. Different types of consumer participation are described in case studies. Finally, attempts are made to reveal the key to success of a Shikake in the field of marketing and discuss future research opportunities.

Original languageEnglish
Title of host publicationAAAI Spring Symposium - Technical Report
Pages101-106
Number of pages6
VolumeSS-13-06
Publication statusPublished - 2013
Externally publishedYes
Event2013 AAAI Spring Symposium - Palo Alto, CA, United States
Duration: 2013 Mar 252013 Mar 27

Other

Other2013 AAAI Spring Symposium
CountryUnited States
CityPalo Alto, CA
Period13/3/2513/3/27

Fingerprint

Marketing
Consumer behavior
Lenses
Sales

ASJC Scopus subject areas

  • Artificial Intelligence

Cite this

Yamamoto, H. (2013). Shikakeology and marketing. In AAAI Spring Symposium - Technical Report (Vol. SS-13-06, pp. 101-106)

Shikakeology and marketing. / Yamamoto, Hikaru.

AAAI Spring Symposium - Technical Report. Vol. SS-13-06 2013. p. 101-106.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Yamamoto, H 2013, Shikakeology and marketing. in AAAI Spring Symposium - Technical Report. vol. SS-13-06, pp. 101-106, 2013 AAAI Spring Symposium, Palo Alto, CA, United States, 13/3/25.
Yamamoto H. Shikakeology and marketing. In AAAI Spring Symposium - Technical Report. Vol. SS-13-06. 2013. p. 101-106
Yamamoto, Hikaru. / Shikakeology and marketing. AAAI Spring Symposium - Technical Report. Vol. SS-13-06 2013. pp. 101-106
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