How Behavioral Viruses Afflict Market Strategy

Considers the view that marketing practitioners must understand how behavioural forces affect strategic decisions, in order to avoid mistakes. Argues that such knowledge is just as important as understanding customers and the marketplace. Demonstrates how dysfunctional behavioural forces can cause marketing errors, offering guidelines for preventing them.

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Year of publication:	1992
Authors:	Valentin, E.K.
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 6.1992, 1, p. 65-75
Publisher:	MCB UP Ltd
Subject:	Behavioural sciences \| Corporate culture \| Marketing decision making \| Organizational behaviour \| Viruses

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049210035782 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905466