Positive marketing: Introduction to the special section

被引：4
|
作者：
Lerman, Dawn [1 ]
Shefrin, Hersh [2 ]
机构：
[1] Fordham Univ, New York, NY 10023 USA
[2] Santa Clara Univ, Santa Clara, CA 95053 USA
来源：
JOURNAL OF BUSINESS RESEARCH | 2015年 / 68卷 / 12期
关键词：
Positive marketing; Marketing and society; Value; Exchange; PERSONAL VALUES; CONSUMER; BEHAVIOR;
D O I：
10.1016/j.jbusres.2015.06.030
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This introduction provides an overview to the papers in this special edition, which collectively describe what it means for organizations to engage in positive marketing, including helping their non-optimizing customers make better decisions. (C) 2015 Elsevier Inc. All rights reserved.
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页码：2443 / 2445
页数：3
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