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More about Brand Choice

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• Synopsis
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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Brand Choice
• Author: Randolph J. Trappey, Arch G. Woodside
• Language: English
• Binding: Hardback
• Number of pages: 258
• EAN: 9781403946416
• ISBN: 1403946418
• ID: 04776487
• Publisher: Palgrave USA
• Weight: 470 g
• Dimensions: 216 × 140 × 20 mm
• Date of publishing: 23. November 2004

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