ABSTRACT
Marketing can be seen both as a sub-discipline of economics, the science of how organisms use scarce resources, and psychology, the science of overt and covert behavior. Traditionally, marketing has been described as an area for application for its main disciplines (Foxall, 1999). It has been seen as a business philosophy concentrating on how the organization can work as one entity to maximize revenue by fulfilling consumers’ current and future wants (e.g., Jaworski & Kohli, 1993; Kohli & Jaworski, 1990; Narver & Slater, 1990). This entails the use of consumer behavior analysis in marketing management.
