How Behavioral Viruses Afflict Market Strategy
Article publication date: 1 January 1992
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.
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
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