Abstract
A republic made up of many states, each with its own culture and tongue, federated to achieve a common purpose. So might one describe consumer behaviour, with its foundation of contributions from the diverse sources of psychology, economics, sociology, statistics, anthropology and cybernetics. While this melange may offer a fertile ground for theoretical exploration, the marketing practitioner can be forgiven for querying the relevance of such an apparent miscellany of ideas and concepts to the attainment of corporate goals.
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Notes and references
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© 1983 Michael J. Baker and The Macmillan Press Ltd
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Baker, M.J. et al. (1983). Consumer behaviour. In: Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-06853-1_4
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DOI: https://doi.org/10.1007/978-1-349-06853-1_4
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