Behavioural Economics: Marketing’s latest shiny new thing, or the tipping point for marketing transformation?
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Raj Sandhu Research Innovation 2016
Behavioural economics (BE) is the buzzword of the moment; in government, policy, finance and more recently, marketing. Marketers wonder if this is the latest fad, or if BE holds truly transformative potential. We believe that BE is not a fad and more than a tool.
