Description: Brand Choice : Revealing Customers' Unconscious-automatic and Strategic Thinking Processes, Paperback by Trappey, Randolph J.; Woodside, A., ISBN 1349523577, ISBN-13 9781349523573, Like New Used, Free P&P in the UK 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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Book Title: Brand Choice : Revealing Customers' Unconscious-automatic and Str
Number of Pages: 258 Pages
Language: English
Publication Name: Brand Choice: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
Publisher: Palgrave Macmillan
Publication Year: 2004
Subject: Marketing
Item Height: 216 mm
Item Weight: 350 g
Type: Textbook
Author: A. Woodside, Randolph J. Trappey
Item Width: 140 mm
Format: Paperback
