How Behavioral Viruses Afflict Market Strategy
E.K. Valentin
(Associate Professor of Marketing and the Willard L. Eccles Fellow of Market Strategy at the Weber State University in Ogden, Utah)
343
Abstract
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.
Keywords
Citation
Valentin, E.K. (1992), "How Behavioral Viruses Afflict Market Strategy", Journal of Services Marketing, Vol. 6 No. 1, pp. 65-75. https://doi.org/10.1108/08876049210035782
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited