Brand Choice - E-book - 9780230514201

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Brand Choice - ENG

Revealing Customers Unconscious-automatic And Strategic Thinking Processes

Randolph J. Trappey; A. Woodside

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Sinopsis

ISBN:	9780230514201
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2004-11-23

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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