The positivist approach to consumer behavior research, which aims to derive recommendations for marketing, can be largely equated with the behavioral approach in marketing, which is indispensable for communication policy, brand management, and psychographic market segmentation (Gröppel-Klein 2022).

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  Managerial marketing and behavioral marketing: when myths about ...

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• Managerial marketing and behavioral marketing: when myths about ... link.springer.com Springer via serper

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• consumer behavior research concept