haku: @indexterm MARKETING THEORY / yhteensä: 244
viite: 208 / 244
| Tekijä: | Solomon, M. R. |
| Otsikko: | The missing link : surrogate consumers in the marketing chain. |
| Lehti: | Journal of Marketing
1986 : OCT, VOL. 50:4, p. 208-218 |
| Asiasana: | CONSUMER RESEARCH DECISION MAKING MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | Though consumers are commonly assumed to be actively involved in important purchase decisions,it is proposed that consumers in fact often relinquish control to external experts or surrogates,in such situations. As a result,the purchase decision is often a joint process over which the end consumer does not necessary retain primary control. The surrogate function as an interface between the flow of market channels and the sequence of stages involved in consumer decision making are conceptualized. The roles played by the surrogates are explored. Ramifications for marketing theory, consumer research and managerial practice are discussed. |
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