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Introducing Marketing Ontology(MO)
The Marketing Ontology (MO) project aims to provide a controlled vocabulary describing any kind of marketing activity in any type of organisation profit or non-profit. MO takes inspiration from the succesful Gene Ontology (GO) project [1] which provides a controlled vocabulary to describe gene and gene product attributes in any organism.
You only have to look at one small UK Web site claiming "we now offer our customers a choice from over 2,500 stocked product lines" [2].There is little or no evidence to suggest a reuse of information assets including lists of product categories and descriptions – unless the companies form part of an overall ecosystem e.g. retailer-wholesaler-manufacturer.The approach to an ontology was formally attempted in late 1950s by Wroe Alderson.He added to the body of marketing knowledge by creating a tremendously wide and varying ontology to support marketing. Unfortunately, his work was found by most students to be far more complicated than understanding the 4Ps of marketing which had at that time started to take a hold and it seems will remain with marketing folks forever.
The importance of succeeding online by ceding a vocabulary of meaningful terms into the Web search engines is now essential. "For marketers the key to success is developing what I call a "Marketing Ontology"... you are what your keywords say you are.If you're an online marketer integrate a keyword vocabulary (ontology) into all facets of your marketing communications.Consistency is key" [3]
Semantics, the meaning of the information, is strongly interlinked with a marketing ontology as Google’s corporate Web page and co-founder Larry Page serves to remind us "The perfect search engine would understand exactly what you mean and give back exactly what you want."[4]
This wiki establishs a Wikipedia approach to creating and refining a marketing ontology which can be achieved in a relatively short space of time as has been seen with the development of the gene Ontology.
The originators of this wiki eminate from both academia and business and see tremedous opportunity for a marketing ontology. The aim is to use this environment to present findings publicly and at marketing conferences to create a groundswell interest in a marketing ontology. Likewise, the users and contributors to this wiki are encouraged to get the word out whether it be through conference papers, word of mouth or quiet simply in the workplace or classroom.
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