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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` This is a concise and comprehsensive 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 behaviour as well as an excellent basis for executive training and development.' Professor Tomasz Mroczkowski, Kogod College of Business Administration, American University ` You'll find much sound psychological analysis and research on a broad range of consumer behaviour - state-of-the-art explanations of why people buy as they do ... It should be an excellent textbook for marketers, business students and consumer educators.' Los Angeles Times Book Review
`The marketing executive will find the philosophy expounded in this book an invaluable aid to his job Association of Business Executives
John O'Shaughnessy is at Graduate School of Business, Columbia 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. PAPERBACK. Condizione libro: New. 0195040872 New. Looks like an interesting title, learn more! We provide domestic tracking upon request. We provide personalized customer service and want you to have a great experience purchasing from us. 100% satisfaction guaranteed and thank you for your consideration. Codice libro della libreria S-0195040872
Descrizione libro Oxford University Press, 1989. Paperback. Condizione libro: New. book. Codice libro della libreria 0195040872
Descrizione libro Oxford University Press, 1989. Paperback. Condizione libro: New. Codice libro della libreria P110195040872
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97801950408761.0