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Brand Choice

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Brand Choice

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Brand Choice
Randolph J. Trappey

Lees meer over Brand Choice door Randolph J. Trappey

Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
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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  • Editie:PDF met Adobe DRM  Meer informatie
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  • ISBN: 9780230514201
  • Auteur: Randolph J. Trappey
  • Uitgave: Palgrave Macmillan UK
  • Jaar van uitgave: 2004
  • Taal: Engels
  • Artikelnummer: 60127463
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€ 109,02
ebook

Ebook direct te downloaden
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