Agbonifoh, Bas A.; Edoreh, Pius E. - In: European Journal of Marketing 20 (1986) 7, pp. 43-49
Postulates that the consumer is king in the marketplace. Opines that this doctrine is closely related to laissezāfaire with regard to products failing or succeeding, though market inequalities make it difficult to succeed in this. Advocates that the factors which handicap consumers in relation...