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Why people (don't) buy : the go and stop signals

Author: Amitav Chakravarti; Manoj Thomas
Publisher: Houndmills, Basingstoke Hampshire : Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, 2015.
Series: BusinessPro collection.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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  Read more...
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Genre/Form: Livres électroniques
Additional Physical Format: Version imprimée :
Chakravarti, Amitav.
Why people (don't) buy.
Houndmills, Basingstoke Hampshire ; New York, NY : Palgrave Macmillan, 2015
(DLC) 2015001302
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Amitav Chakravarti; Manoj Thomas
ISBN: 9781137466686 1137466685
OCLC Number: 946903542
Notes: Titre de l'écran-titre (visionné le 15 avril 2016).
TRAITEMENT SOMMAIRE.
Description: 1 ressource en ligne (223 p.)
Contents: 1. THE 100 CALORIES PARADOX The GO-STOP Signal Framework 2. JC PENNEY: THE FAIR AND SQUARE STRATEGY Removing Price Promotions Can Strengthen the STOP signal 3. TATA NANO: THE CHEAPEST CAR Low Price Can Weaken the GO Signal 4. HEDGEHOGS AND FOXES Mispredicting Consumer Behavior 5. UNDER-PRICED NYC RESTAURANTS When Does Low Price Weaken the GO Signal? 6. DID CREDIT CARDS MAKE AMERICA FAT? Unintended Consequences of Technology 7. IS $451,563 SMALLER THAN $450,000? Heuristic Inferences 8. PAYING FOR MEDICINES AND TICKLE-ME ELMO Unfairness Cues Strengthen the STOP Signal 9. WHY PAYING PEOPLE TO DONATE BLOOD DOESN'T PAY Monetary Incentives Can Weaken the GO Signal 10. BEHAVIORAL AUDIT FOR STRATEGIC DECISIONS Measuring GO AND STOP signals
Series Title: BusinessPro collection.
Responsibility: Amitav Chakravarti (Professor of Marketing, London School of Economics, UK), Manoj Thomas (Associate Professor of Marketing, Cornell University, US).

Abstract:

Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why  Read more...

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'Chakravarti and Thomas offer a thoroughly modern view of consumer decision-making, grounded in persuasive behavioral research and laden with practical, game-changing insights. Their 'GO-STOP Signal' Read more...

 
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