Positive marketing: Introduction to the special section

被引：4

作者：

Lerman, Dawn ^{[1
]}

Shefrin, Hersh ^{[2
]}

机构：

[1] Fordham Univ, New York, NY 10023 USA

[2] Santa Clara Univ, Santa Clara, CA 95053 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2015年 / 68卷 / 12期

关键词：

Positive marketing; Marketing and society; Value; Exchange; PERSONAL VALUES; CONSUMER; BEHAVIOR;

D O I：

10.1016/j.jbusres.2015.06.030

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This introduction provides an overview to the papers in this special edition, which collectively describe what it means for organizations to engage in positive marketing, including helping their non-optimizing customers make better decisions. (C) 2015 Elsevier Inc. All rights reserved.

引用

页码：2443 / 2445

页数：3

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