Positive marketing: Introduction to the special section

Dawn Lerman and Hersh Shefrin

Journal of Business Research, 2015, vol. 68, issue 12, 2443-2445

Abstract: This introduction provides an overview to the papers in this special edition, which collectively describe what it means for organizations to engage in positive marketing, including helping their non-optimizing customers make better decisions.

Keywords: Positive marketing; Marketing and society; Value; Exchange (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:12:p:2443-2445

DOI: 10.1016/j.jbusres.2015.06.030

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