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Why People (Don’t) Buy

Release date: 1 October 2019
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Description

Crafting successful marketing strategies requires two skills: The ability to diagnose why consume... Read More

Product Description

Crafting successful marketing strategies requires two skills: The ability to diagnose why consumers are not buying, and the ability to predict how marketing actions will change consumer behavior. Drawing from a rich repertoire of consumer behavior theories which are only found in scientific journals, the authors offer a unique and extensively-tested go-stop signal framework, which allows managers to understand why consumers are not buying their product and helps them to predict how to change consumer behavior. This highly readable book is full of practical diagrams and maps, as well as international case studies to exemplify the frameworks value, to show that it is useful in explaining paradoxical consumer behavior, why smart managers make strategic mistakes, and how to avoid such mistakes.

Product Details

Title: Why People (Don’t) Buy
Author: A. Chakravarti
Publisher: SPRINGER NATURE
SKU: BK0426850
EAN: 9781349959501
Number Of Pages: 223
Language: English
Binding: Paperback
Release date: 1 October 2019

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