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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)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 January 1992

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

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MCB UP Ltd

Copyright © 1992, MCB UP Limited