Brand Choice - Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

de Randolph J. Trappey
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121,86 €
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Randolph J. Trappey Brand Choice - Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
Randolph J. Trappey - Brand Choice - Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

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La description

Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.

Contributeurs

Écrivain:
Randolph J. Trappey
A. Woodside

Détails du produit

Commentaire illustrations:
IX, 258 p.
Table des Matières:
Customer Thinking and Brand Choice Automatic-Unconscious Process Models of Primary Choice Customer Portfolio Analysis among Competing Retail Store Brands Automatic Thinking and Store Choices by Near and Distant Customers Modelling Bank Loyalty Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour The Role of Human Cognitive Ability (G) in Consumers' Automatic and Strategic Processing of Brands Conclusions and Implications for Future Research and Marketing Strategy
Type de média:
Couverture rigide
Éditeur:
Palgrave Macmillan UK
Biographie:
RANDOLPH TRAPPEY has served on the faculties of the University of London's Royal Holloway School of Management, New York University's Leonard N. Stern School of Business in London and Tulane University's A.B. Freeman School of Business in New Orleans. His research links cognitive science and marketing science with consumers' unconscious thinking about brand advertising. He is the founder and CEO of DataMiners Ltd., a consulting firm that specialises in providing data mining, modelling and CRM solutions to business, industry and government. His clients include Prudential, Vodafone, Nokia, Hewlett Packard, Electronic Arts, BUPA and the United States Government.
To find out more about the author go to:
http://www.dataminers.co.uk
ARCH WOODSIDE is Professor of Marketing at Boston College in the USA. He is a Fellow and member of the American Psychological Association, American Psychological Society, Royal Society of Canada, and the Society for Marketing Advances. He serves as the Editor-in-Chief of the Journal of Business Research and Advances in Business Marketing & Purchasing, and he is the author of numerous books and articles in the fields of marketing, psychology, consumer research, advertising, and tourism.
To find out more about the author go to:
http://www.bc.edu/schools/csom/departments/marketing/faculty/woodside/
Langues:
Anglais
Édition:
2005
Nombre de pages:
258

Données de base

Type d'produit:
Livre relié
Date de publication:
23 novembre 2004
Dimensions du colis:
0.216 x 0.144 x 0.026 m; 0.458 kg
GTIN:
09781403946416
DUIN:
H534ODS8KQH
121,86 €
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