haku: @indexterm marketing concept / yhteensä: 142
viite: 121 / 142
| Tekijä: | Dickinson, R. Herbst, A. O'Shaughnessy, J. |
| Otsikko: | Marketing concept and customer orientation. |
| Lehti: | European Journal of Marketing
1986 : VOL. 20:10, p. 18-23 |
| Asiasana: | MARKETING CONCEPT CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Customer orientation is discussed as the foundation stone of marketing. Theoretical and historic background of the topic is outlined. Different approaches are analyzed. Major assumptions behind theory are outlined. The hypothesis of the knowledgeable and highly rational buyer is described. Consumer goals and decision making are analyzed. Consumers are described as open to persuasion. The concept of consumer sovereignty is outlined. The irrational side of consumer thinking is analyzed. Marketing communications are mentioned important in shaping wants and beliefs. |
SCIMA