Dickinson, Roger; Herbst, Anthony; O’Shaughnessy, John - In: European Journal of Marketing 20 (1986) 10, pp. 18-23
the two major concepts are: that consumers know what they want; and that consumer sovereignty prevails. Believes marketers … responding to the market flow. States, in conclusion, that marketing communications can help shape wants and beliefs and that … marketers should aim their best efforts at this area to enable better contacts. …