Use of Consumer Judgment Models in Promotion Planning
Journal of MarketingPublished 1 October 1973
Peter L. Wright
Citations7
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
A real problem in the application of models to the creation of promotional strategy lies in the identification of the belief system underlying consumer attitudes towards a product. This article discusses assumptions and limitations of such models to which the promotional planner should be alert.
Keywords
Business, Management and Accounting