ПРОМЯНА НА ПОВЕДЕНИЕТО - ТЕОРИИ И ПРИЛОЖЕНИЕТО ИМ В МАРКЕТИНГА
| dc.contributor.author | Луизов, Атанас | |
| dc.date.accessioned | 2025-03-12T14:04:15Z | |
| dc.date.issued | 2020 | |
| dc.description.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. | |
| dc.identifier.issn | 1311-221X | |
| dc.identifier.uri | http://research.bfu.bg:4000/handle/123456789/687 | |
| dc.language.iso | bg | |
| dc.publisher | Бургаски свободен университет | |
| dc.relation.ispartofseries | vol. XLII; p.118 | |
| dc.subject | behaviour change | |
| dc.subject | marketing | |
| dc.subject | marketing communication | |
| dc.subject | consumer behavior | |
| dc.title | ПРОМЯНА НА ПОВЕДЕНИЕТО - ТЕОРИИ И ПРИЛОЖЕНИЕТО ИМ В МАРКЕТИНГА | |
| dc.title.alternative | BEHAVIOUR CHANGE - THEORIES AND THEIR APPLICATION IN MARKETING | |
| dc.type | Article |