Although consumers have a strong vision of "the good life," they wrestle with the problem of how best to express that vision in material terms through what they want to buy. How do consumers choose the brands they buy? What circumstances lead consumers to make their purchases--habit, weighing the pros versus the cons, pure liking or simple whim? Why People Buy provides an original approach to understanding and studying the consumer--it details a way of identifying the goals, wants, beliefs and choices currently motivating consumers. O'Shaughnessy discusses many situations from the point of view of the marketing manager seeking to attract new users, retain customers, increase business or convert from rivals. He argues that the consumer's choice criteria never involve more than six categories of reason, which he explains at length.
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Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, 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 an essential resource for MBA students and students of marketing and business, and 'must' reading for anyone involved in selling or buying.About the Author:
John O'Shaughnessy is at Graduate School of Business, Columbia University.
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Buchbeschreibung Oxford University Press, 1987. Hardcover. Buchzustand: New. Never used!. Buchnummer des Verkäufers P110195040864
Buchbeschreibung Oxford University Press. Hardcover. Buchzustand: New. 0195040864 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. Buchnummer des Verkäufers S-0195040864
Buchbeschreibung Oxford University Press, USA, 1987. Hardcover. Buchzustand: New. Buchnummer des Verkäufers DADAX0195040864
Buchbeschreibung Oxford University Press, 1987. Hardcover. Buchzustand: New. book. Buchnummer des Verkäufers M0195040864