haku: @indexterm Consumer attitudes / yhteensä: 469
viite: 312 / 469
| Tekijä: | Garrett, D. E. |
| Otsikko: | The effectiveness of marketing policy boycotts : environmental opposition to marketing. |
| Lehti: | Journal of Marketing
1987 : APR, VOL. 51:2, p. 46-57 |
| Asiasana: | MARKETING CONSUMER ATTITUDES ORGANIZATIONAL EFFECTIVENESS BUSINESS ENVIRONMENT |
| Kieli: | eng |
| Tiivistelmä: | An initial attempt is provided to analyze marketing policy boycotts. First boycotts are defined and distinguished from the related concepts of divestments embargoes and individual choice behavior. Then the importance of boycotts, particularly marketing policy boycotts, to marketing is established and delineated. The interdisciplinary literature on the effectiveness of boycotts is reviewed and critiqued. Finally a theory of the effectiveness of boycotts is proposed and is tested on a set of recent boycotts directed at allegedly improper marketing policies of target organizations. |
SCIMA