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How Behavioral Viruses Afflict Market Strategy

How Behavioral Viruses Afflict Market Strategy Considers the view that marketing practitioners must understand howbehavioural forces affect strategic decisions, in order to avoidmistakes. Argues that such knowledge is just as important asunderstanding customers and the marketplace. Demonstrates howdysfunctional behavioural forces can cause marketing errors, offeringguidelines for preventing them. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

How Behavioral Viruses Afflict Market Strategy

Journal of Services Marketing , Volume 6 (1): 11 – Jan 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035782
Publisher site
See Article on Publisher Site

Abstract

Considers the view that marketing practitioners must understand howbehavioural forces affect strategic decisions, in order to avoidmistakes. Argues that such knowledge is just as important asunderstanding customers and the marketplace. Demonstrates howdysfunctional behavioural forces can cause marketing errors, offeringguidelines for preventing them.

Journal

Journal of Services MarketingEmerald Publishing

Published: Jan 1, 1992

There are no references for this article.