Strategic Marketing and the Future of Consumer Behaviour

Theo B.C. Poiesz and W. F. van Raaij

in Books from Edward Elgar Publishing

Abstract: The authors of this book reconsider the dominant marketing paradigm in the context of a contemporary market in which marketing developments increasingly restrict the effectiveness of marketing activities. Consumers are thus overloaded with products, services, channels and information, but fail to grasp the differential value of the commercial offers being made.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
JEL-codes: L26 (search for similar items in EconPapers)
Date: 2007
ISBN: 9781843767725
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