Post-war advances in technology have changed the concept of marketing management considerably. The core of this change is the shift of emphasis from the firm to the buyer. In this survey article, the author reviews all the important approaches to understanding buyer behavior and provides an up-to-date bibliography.
From Dr. Sheth | September 2017
A Review Of Buyer Behavior Jagdish Sheth
My first paper A Review of Buyer Behavior was published in Management Science in August 1967. It was a comprehensive review of the literature with more than 370 references in Consumer Behavior.
As I was reading the paper today, I find that the conclusions drawn about the maturity of consumer behavior discipline are as relevant today as 50 years ago.
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