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Modelling consumer behaviour conceptually through the seven Ps of marketing: A revised theoretical generic consumer stimulus-response model
(University of Zimbabwe, Faculty of Commerce, 2016-01)
Hypothesising in the marketing stimuli component of existing consumer stimulus-response models is limited to the traditional four Ps of marketing—i.e. product, price, promotion, and place. This underplays the important ...
Critical issues in destination (re)branding: Evidence from Zimbabwe’s national tourism organisation
(University of Zimbabwe, Faculty of Commerce, 2014)
Zimbabwe went through an unprecedented political and economic crisis between 1999 and 2009 which had severe effects on its tourism and other productive sectors. The main objective of this study was to identify the critical ...