The Paradigm in the Wings
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|Format:||Hardback, 224 pages|
|Other Information: ||references|
|Published In: ||United Kingdom, 15 September 1997|
This text portays the behaviour of consumers as influenced by its environmental consequences and extends this analysis to marketing management by proposing a novel understanding of the marketing firm. The book undertakes a behaviour analysis of consumer choice, based on a critical extension of radical behaviourism to the interpretation of human economic behaviour. This suggests that consumer behaviour is explained by locating it among the environmental contingencies that shape and maintain it. The result is a view of consumer choice and marketing response which transcends current understanding with profound managerial and policy implications.
Table of Contents
PART 1: INTRODUCTORY - Only Diverge - PART 2: THE BEHAVIOUR OF CONSUMERS' ATTITUDES - Marketing's Attitude Problem - Why Not Try Behaviour? - PART 3: BEHAVIOURAL SCIENCE IN MARKETING - A Science of Behaviour - A Theory of Consumer Situation - PART 4: WHAT MARKETING DOES - The Marketing Firm - Case Studies of Marketing Behaviour - Marketing Relationships - References
'Should you want to sample the most up-to-date work on consumer behaviour, this is the book for you ... highly innovative in its thinking.' - Teaching Business and Economics
|Publisher: ||Palgrave Macmillan|
|Dimensions: ||22.0 x 14.0 x 1.0 centimeters (0.36 kg)|