The Missing Link: Surrogate Consumers in the Marketing Chain

1 October 1986

journal article
Published by SAGE Publications in Journal of Marketing

Vol. 50 (4) , 208
https://doi.org/10.2307/1251296

Abstract

Though consumers commonly are assumed to be actively involved in important purchase decisions, the author proposes that consumers in fact often relinquish contr...

Keywords

MISSING LINK
MARKETING
PURCHASE
SURROGATE CONSUMERS
RELINQUISH CONTR

This publication has 0 references indexed in Scilit: