Best prices Special offers for members of the PWE book club The cheapest delivery
Prof. dr hab. Jan W. Wiktor
ORCID: 0000-0001-6353-7620

Professor of economic sciences (2002), head of the Department of Marketing at the College of Management and Quality Sciences of the Cracow University of Economics, member of the General Council of Science and Higher Education (2022–2025), chairman of the Scientific Council of the Polish Scientific Marketing Society, member of the Committee of Organization and Management Sciences of the Polish Academy of Sciences, member of the "Marketing and Market" Scientific Council, as well as several journals in Slovakia and Ukraine. He was a member of the Central Commission for Academic Degrees and Titles, the Committee for the Evaluation of Scientific Units, a team of experts in the Committee for Scientific Research and the National Science Centre. His scientific interests focus on marketing, marketing management, marketing communication, international marketing, euromarketing, European Union market and international management. In recent years, they have expanded - by joining the current of discussion on the identity of marketing as a scientific discipline, the integration of disciplines and methodological approaches, the quality of education at a university. He is the author, co-author and editor of about 350 scientific publications, including several monographs and textbooks, articles published in Poland and abroad.

DOI: 10.33226/1231-7853.2023.5.1
JEL: D11, E71, M31

The article is an attempt to present the concept of behavioral marketing. The first part presents the synthetic assumptions of behavioral economics, its essence, specificity and premises of development. The elements of this characteristic allowed in the second part to present the author's view on behavioral marketing – elements of definition, essential features and designations of the behavioral perspective of marketing. The discussion of the concept of behavioral marketing focuses on the ten basic areas of the reception field of category definitions. It shows the possibilities of describing behavioral marketing through those designations proposed by behaviorism, behavioral economics, research on consumer behavior in marketing, sociology and, with some reasonable caution, also in the area of neuroscience.

Keywords: behavioral economics; behavioral marketing; enterprise marketing strategies; emotions; attitudes and consumer behavior