Why People Buy - Brossura

O'Shaughnessy, John

Brossura

ISBN 10: 0195040872 ISBN 13: 9780195040876

Casa editrice: Oxford Univ Pr on Demand, 1989

Riassunto

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.

Su questo libro

Recensione:

` 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 jobAssociation of Business Executives

L'autore:

John O'Shaughnessy is at Graduate School of Business, Columbia University.

Su questa edizione

• Editore: Oxford Univ Pr on Demand
• Data di pubblicazione: 1989
• ISBN 10: 0195040872
• ISBN 13: 9780195040876
• Rilegatura: Copertina flessibile
• Numero di pagine: 204