A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation

1 January 1981

journal article
Published by SAGE Publications in Journal of Marketing

Vol. 45 (3) , 82
https://doi.org/10.2307/1251544

Abstract

This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (...

Keywords

CONSUMER BEHAVIOR
CONCEPTUAL MODEL
MARKETING AUDIT USING
EVALUATION

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