Affiliation:
1. Associate Professor of Marketing in the School of Business, Northwestern University.
Abstract
What happens in the buyer's mind between the acts of receiving impressions about products and making his purchasing decisions? Several theories exist, but there is no generally accepted comprehensive theory. Here the author contrasts buyer behavioral models based on five major theories, and shows how each has unique marketing applications.
Subject
Marketing,Business and International Management
Cited by
48 articles.
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