ПРОМЯНА НА ПОВЕДЕНИЕТО - ТЕОРИИ И ПРИЛОЖЕНИЕТО ИМ В МАРКЕТИНГА
Date
2020
Authors
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Journal ISSN
Volume Title
Publisher
Бургаски свободен университет
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.
Description
Keywords
behaviour change, marketing, marketing communication, consumer behavior