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Статья

Beyond Case Studies: A Media Review Methodology

Cognitive Social Science eJournal. 2018. Vol. 10. No. 40. P. 1-9.
Novatorov E. V.

The purpose of this article is an attempt to apply media review method to consumer behavior problematic situations using examples from the comedy movie "Heartbreakers". The short plot, two marketing cases, and their analysis with lessons are presented. Results suggest that service recovery strategies developed by marketers are not enough to deal with problematic customers.