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2021 | OriginalPaper | Chapter

10. A New Decision-Making Process—A Circulating-Type Communications Model

Author : Akira Shimizu

Published in: New Consumer Behavior Theories from Japan

Publisher: Springer Singapore

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Abstract

We can summarize the relationships between consumer behavior and marketing strategy in the history of research into two broad areas: research into segmentation and research into the consumer decision-making process. Segmentation is important in a marketing strategy as the pre-stage when determining the targets and thinking about positioning.

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