Integrative Models of Consumer Behavior: A Theoretical Review
The most debated topic in the area of Marketing is consumer behavior. There is a growing interest in this issue because the mercantilist perspective, with a focus on transaction, is giving way to what is called Relationship Marketing, whose orientation is the maintenance of long-term consumers. It is proposed that with this study, the preparation of a review of the key integrative models of consumer behavior provide a critical reflection of its main basis and its evolution.
Um dos temas mais debatidos na rea de Marketing o comportamento do consumidor. No de se estranhar o interesse crescente pelo tema, pois a perspectiva mercantilista do Marketing, com foco na transao, est dando lugar ao que se chamou de Marketing de Relacionamento, cuja orientao a manuteno de consumidores a longo prazo. Tendo isto em mente, prope-se, com este estudo, a elaborao de uma reviso dos principais modelos integrativos do comportamento do consumidor, possibilitando uma reflexo crtica de seus principais fundamentos e de sua evoluo. DOI: 10.5585/remark.v10i3.2273
Bibliographic data
Translated title: | Modelos Integrativos do Comportamento do Consumidor: Uma Revisão Teórica |
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Journal Title: | Revista Brasileira de Marketing – REMark |
First author: | Evandro Luiz Lopes |
Other Authors: | Dirceu da Silva |
Palabras clave: | |
Traslated Keywords: | |
Language: | English |
Get full text: | http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2273 |
Resource type: | Journal Article |
Source: | Revista Brasileira de Marketing – REMark; Vol 10, No 3 (Year 2011). |
Publisher: | Universidade Nove de Julho |
Usage rights: | Reconocimiento (by) |
Knowledge areas / Categories: | Social Sciences/Humanities --> Business |
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