ПРОМЯНА НА ПОВЕДЕНИЕТО – ТЕОРИИ И ПРИЛОЖЕНИЕТО ИМ В МАРКЕТИНГА
BEHAVIOUR CHANGE – THEORIES AND THEIR APPLICATION IN MARKETING
Author(s): Atanas LuizovSubject(s): Social Sciences, Psychology, Behaviorism
Published by: Бургаски свободен университет
Keywords: behaviour change; marketing; marketing communication; consumer behavior.
Summary/Abstract: In the specialized literature, there are presented multiple theories of behaviour change, but their specific application in the marketing is insufficiently described. The paper aims to provide a conceptual theoretical framework of the two models of behaviour change – B=MAT and COM-B and their application in marketing and marketing communication.
Journal: Годишник на Бургаски свободен университет
- Issue Year: XLII/2020
- Issue No: 1
- Page Range: 118-127
- Page Count: 10
- Language: Bulgarian