Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, dbeliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is "must" reading for anyone involved in selling or buying.
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John O'Shaughnessy is at Graduate School of Business, Columbia University.Review:
"An excellent update on consumer behavior. A solid conceptual base yet avoids statistical proofs based on unreplicated studies."--Julien Yudelson, Rochester Institute of Technology
"An excellent look at consumer behavior from a point of view accessible to all managers. It addresses the question of why people buy in terms and language that everyone can understand and in terms which clearly point to potential levers for marketing action."--T.J. Olney, Western Washington
"Useful to professors who, like myself, would like to incorporate a consumer behavior section (which goes beyond the perfunctory chapter in the marketing textbook) into the principles course."--Mark G. Anderson, Point Loma Nazarene College
"A trove of insights into the consumer mind-set (or lack thereof).... Demonstrates convincingly how and why the consumer remains such a baffling entity."--Adweek
"Provides marketing strategists with fresh...approaches to fathoming and capitalizing on consumer behavior."--Kirkus Reviews
"I found John O'Shaughnessy's book very informative, erudite and easy reading. It should appeal to the general public as well as to the academic professor of marketing."--Frederick Herzberg, University of Utah
"An excellent textbook for marketers, business students, and consumer educators."--Los Angeles Times
"This is a concise and comprehensive text that constitutes a fresh and highly original approach to marketing. I would highly recommend it as a text for use in MBA courses in marketing and consumer behavior as well as an excellent basis for executive training and development."--Tomasz
Mroczkowski, Kogod College of Business Administration, American University
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Descrizione libro Oxford University Press, USA, 1989. Paperback. Condizione libro: New. Codice libro della libreria DADAX0195040872
Descrizione libro Oxford University Press, 1989. Paperback. Condizione libro: New. book. Codice libro della libreria 0195040872
Descrizione libro Oxford University Press. Condizione libro: Brand New. Ships from USA. FREE domestic shipping. Codice libro della libreria 0195040872
Descrizione libro Oxford University Press, 1989. Paperback. Condizione libro: New. Codice libro della libreria P110195040872