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Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking
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Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes Tapa dura - 2004

de Randolph J. Trappey; A. Woodside

Información de la editorial

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.

Detalles

  • Título Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
  • Autor Randolph J. Trappey; A. Woodside
  • Encuadernación Tapa dura
  • Páginas 258
  • Volúmenes 1
  • Idioma ENG
  • Editorial Palgrave MacMillan
  • Fecha de publicación 2004-11-23
  • Ilustrado Sí
  • Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
  • ISBN 9781403946416 / 1403946418
  • Peso 1 libras (0.45 kg)
  • Dimensiones 8.8 x 6.34 x 0.8 pulgadas (22.35 x 16.10 x 2.03 cm)
  • Library of Congress subjects Cognition, Brand choice
  • Número de catálogo de la Librería del Congreso de EEUU 2004060618
  • Dewey Decimal Code 658.834

Acerca del autor

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/

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