Influencing Buyer Behaviour: Processes and Strategies
Posits that the buying decision is influenced by extra‐personal persuasion and the intra‐personal influence of a buyer's personal behaviour. Suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response.
Year of publication: |
1979
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Authors: | Dholakia, R.R. |
Published in: |
European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 13.1979, 5, p. 282-293
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Publisher: |
MCB UP Ltd |
Subject: | Consumer behaviour | Marketing strategy | Marketing planning | Decision making | Pricing policy |
Saved in:
Online Resource
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