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Item Details
| Title:
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WHY PEOPLE DON'T BUY
THE GO AND STOP SIGNALS |
| By: |
Amitav Chakravarti, Manoj Thomas |
| Format: |
Electronic book text |
| List price:
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£22.00 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1137466693 |
| ISBN 13: |
9781137466693 |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
15 May, 2015 |
| Description: |
Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right. |
| Synopsis: |
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 framework's value, to show that it is useful in explaining paradoxical consumer behavior, why smart managers make strategic mistakes, and how to avoid such mistakes. |
| Illustrations: |
8 black & white tables, 22 figures, 11 black & white line drawings |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Non-returnable |
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