Why people (don't) buy : the go and stop signals
By: Chakravarti, Amitav
Title By: Thomas, Manoj
Material type: BookPublisher: Hampshire : New York, NY : Palgrave Macmillan, c2015.Description: xv, 223 p. : ill. ; 23 cm.ISBN: 9781137466679Subject(s): Consumer behavior | Marketing researchDDC classification: 658.8/342Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.8342 CH WH (Browse shelf) | Available | T0017647 |
, Shelving location: Main Collection Close shelf browser
658.8342 BL CO Consumer behavior / | 658.8342 CA SE Cases in consumer behaviour / | 658.8342 CH CU Culture and consumer behavior | 658.8342 CH WH Why people (don't) buy : the go and stop signals | 658.8342 CH YO Youth and consumption / | 658.8342 CO NS The consumer in public services : choice, values and difference / | 658.8342 CO NS Consumer neuroscience |
Crafting successful marketing strategies requires two skills: the ability to diagnose why consumers are not buying, and the ability to predict how marketing actions will change consumer behavior. Drawing from a rich repertoire of consumer behavior theories which are only found in scientific journals, the authors offer a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to understand why consumers are not buying their product and helps them to predict how to change consumer behavior. This highly readable book is full of practical diagrams and maps, as well as international case studies to exemplify the framework's value, to show that it is useful in explaining paradoxical consumer behavior, why smart managers make strategic mistakes, and how to avoid such mistakes.