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Consumer.ology - 9781857885507
Un libro in lingua di Philip Graves edito da Natl Book Network, 2010
- € 25.00
- Il prezzo è variabile in funzione del cambio della valuta d’origine
Graves, a consultant and speaker on consumer behavior, exposes market research as a false science, claiming that questionnaires and focus groups provide almost no useful information. Arguing that successful marketing must connect with the consumer's emotions, the author gives background on the consumer's unconscious mind, drawing on recent research in psychology and neuroscience to reveal what really drives consumer behavior. The book provides examples of research-driven failures of major companies, such as the New Coke and the Millennium Dome, as well as examples of successes after ignoring market research results, such as Bailey's liqueur. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
Informazioni bibliografiche
- Titolo del Libro in lingua: Consumer.ology
- Sottotitolo: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping
- Lingua: English
- Autore: Philip Graves
- Editore: Natl Book Network
- Collana: Natl Book Network (Hardcover)
- Data di Pubblicazione: 16 Novembre '10
- Genere: BUSINESS and ECONOMICS
- Argomenti : Consumer behavior Consumers Research Marketing research
- Pagine: 216
- ISBN-10: 1857885503
- EAN-13: 9781857885507