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Research Details
Behavior Models for Analyzing Buyers, Journal of Marketing
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.
Type
Article
Author(s)
Date Published
1965
Citations
Kotler, Philip. 1965. Behavior Models for Analyzing Buyers. Journal of Marketing.(4): 37-45.
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