SIR Yearbook 2014
"Marknadsföring och påverkan på konsumenten" with Magnus Söderlund as editor.
SIR - The Stockholm School of Economics Institute for Research - has published its yearbook for 2014.
Marknadsföring och påverkan på konsumenten. Editor: Magnus Söderlund
"This book proposes that both marketers and consumers need better knowledge of the impact of marketing contexts, and that such effects are possible to analyze both through theory and in empirical studies. The book presents several forms of influence, such as what happens in the consumer's meeting with advertising and retail environments, as well as the effects of salespersons, friends or how one thinks when buying gifts for oneself."
Other co-authors from SSE include: Nina Åkestam, Hanna Berg, Erik Modig, Claes-Robert Julander, John Karsberg and Angelica Blom.