Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline
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DOI: 10.1007/s11573-023-01141-z
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- Wolfgang Breuer & Jannis Bischof & Christian Hofmann & Jochen Hundsdoerfer & Hans-Ulrich Küpper & Marko Sarstedt & Philipp Schreck & Tim Weitzel & Peter Witt, 2023. "Recent developments in Business Economics," Journal of Business Economics, Springer, vol. 93(6), pages 989-1013, August.
- Wolfgang Breuer, 2023. "The Journal of Business Economics in the 21st Century," Journal of Business Economics, Springer, vol. 93(6), pages 981-987, August.
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More about this item
Keywords
Consumer behavior research; Attitudes; implicit and explicit; IAT; implicit motives; Innovation; Priming; Purchase decisions; Brand management; Marketing management; Misconceptions; Myths; Priming effects; Subliminal manipulation; Psychology; Unconscious behavior; Competitive advantage;All these keywords.
JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
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