Parallel Development of Marketing and Consumer Behavior – A historical perspective

By April 20, 1987 February 7th, 2019 Marketing Theory
Print Friendly, PDF & Email
This paper provides evidence of the historical allegiance of consumer behavior to marketing, demonstrating the parallel emphasis of marketing and consumer behavior with respect to substantive focus, research methodology, and influence from external disciplines. Four areas of marketing are described, each dominated by differing schools of thought. The influence of these schools of thought in shaping consumer behavior research is identified.
Parallel Development of Marketing and Consumer Behavior-A historical perspective

Leave a Reply