Consuming Technology: Why Marketers Sometimes Get it Wrong
认为技术不仅是满足顾客需求的手段，更是一种常超出营销人员控制的主动力量，探讨技术、企业、顾客和社会的互动，并提出企业应如何调整技术策略。
Marketing tends to view technology as a means to meeting customer needs and desires. This view has led some marketers to focus perhaps too exclusively on the customer to the detriment of a deep understanding of technology and its interaction with society. Drawing on the ideas of the philosophers Heidegger and Popper, this article contends that technology is more than a means to the end of satisfying consumer needs and wants, it is an active force which frequently escapes the control of the marketer. The article explores the ways in which technologies, firms, customers, and society interact, and it suggests how firms might adopt different strategies towards technology to take advantage of these emergent interactions.