The IT&C industry products are ubiquitous in modern society. However, their specificity led, for a long time, to a so-called “marketing blind-spot” in the IT industry, situation especially evident after the Microsoft devastating success from the early nineties. Microsoft was the first IT company to use large scale marketing techniques, among whom was an obscure (at the time) approach to qualitative marketing research known as “usability testing”. This technique was employed to determine if a user interface was appropriate and comfortable for its intended users. Usability testing adoption in the IT industry generated a wealth of information about how users interacted with IT products, information that is paramount in gaining an upper hand in today’s highly competitive Information Society.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by Academy of Economic Studies, School of Marketing in its series working papers with number
1005.
Length: 4 pages Date of creation: Apr 2006 Date of revision:
Apr 2007 Publication status: Published in the "Marketingul intreprinderilor romanesti in contextul integrarii europene" Conference, April 2006. Handle: RePEc:ase:wpaper:1005
Note: Full text available only in Romanian. Contact details of provider: Web page: http://www.edumark.ase.ro
For technical questions regarding this item, or to correct its listing, contact: (Mihai Orzan).
Find related papers by JEL classification: M39 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Other
This paper has been announced in the following NEP Reports: