Brand Choice : Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
Book Details
Format
Hardback or Cased Book
ISBN-10
1403946418
ISBN-13
9781403946416
Publisher
Palgrave USA
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Nov 23rd, 2004
Print length
258 Pages
Product Classification:
Sales & marketingSales and marketing
Ksh 16,200.00
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0 in stock
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Quality
Fast
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.
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.
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