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Behavioral Models for Analyzing Buyers

1965; SAGE Publishing; Volume: 29; Issue: 4 Linguagem: Inglês

10.2307/1249700

1547-7185

Philip Kotler,

Digital Marketing and Social Media

What happens in the buyer's mind between the acts of receiving impressions about products and making his purchasing decisions? Several theories exist, but there is no generally accepted comprehensive theory. Here the author contrasts buyer behavioral models based on five major theories, and shows how each has unique marketing applications.