Brand Choice [electronic resource] : Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

• Tác giả: Randolph J Trappey, A Woodside
• ISBN-13: 978-0230514201
• Ký hiệu phân loại: 658.8 Management of marketing
• Mô tả vật lý: IX, 258 p. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 305969
• Chủ đề: 1. Business intelligence; 2. Marketing research; 3. Marketing; 5. Market Research and Competitive Intelligence

Tóm tắt

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.