Consumer Behaviour

  • Martin Evans
  • Luiz Moutinho
Chapter

Abstract

Marketing, it is said, is a mixture of smoke and mirrors. This may explain why toy company Hasbro has employed the services of a shaman. You might wonder what a primitive Siberian religion, based on holy men communing with good and evil spirits, has to do with selling Sindy and Action Man, but Hasbro is taking it very seriously.

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Copyright information

© Macmillan Publishers Limited 1999

Authors and Affiliations

  • Martin Evans
    • 1
  • Luiz Moutinho
    • 2
  1. 1.University of the West of EnglandUK
  2. 2.University of GlasgowUK

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