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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)

Philip Kotler

Date Published

1965

Citations

Kotler, Philip. 1965. Behavior Models for Analyzing Buyers. Journal of Marketing. 29(4): 37-45.

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