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Research at Burgas Free University >
1. Годишници на БСУ / BFU Yearbooks >
2020 >
Please use this identifier to cite or link to this item:
http://research.bfu.bg:8080/jspui/handle/123456789/976
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| Title: | ПРОМЯНА НА ПОВЕДЕНИЕТО - ТЕОРИИ И ПРИЛОЖЕНИЕТО ИМ В МАРКЕТИНГА |
| Other Titles: | BEHAVIOUR CHANGE - THEORIES AND THEIR APPLICATION IN MARKETING |
| Authors: | Луизов, Атанас |
| Keywords: | behaviour change, marketing, marketing communication, consumer behavior |
| Issue Date: | 2020 |
| Publisher: | Бургаски свободен университет |
| Citation: | https://www.bfu.bg/uploads/pages/godishnik-2020.pdf |
| Series/Report no.: | том XLII;с.118-127 |
| 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 |
| URI: | http://research.bfu.bg:8080/jspui/handle/123456789/976 |
| ISSN: | 1311-221X |
| Appears in Collections: | 2020
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