Marketing in contemporary world: situational vs. postmodern paradigm
This paper points to the need for understanding consumer behavior and a variety of factors that influence consumer behavior, which is explained through situational and postmodern paradigms. The situational paradigm is based on the concept of impulse buying and focuses on the situational factors as d...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2008-07-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/80948 |