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Brand Choice

Name: Brand Choice
Brand: Palgrave USA
SKU: 04776487
Price: 118.29 EUR
Availability: InStock
Author: Randolph J. Trappey
ISBN: 9781403946416

Randolph J. Trappey

Arch G. Woodside

Language

English

Book Hardback

Libristo code: 04776487

Publishers Palgrave USA, November 2004

Customers use mental short cuts and they get into ruts when making product and brand choices. Brand... Full description

Libristo code: 04776487

290 b

118.29 € VAT included

Low in stock at our supplier Shipping in 13-18 days

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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.