Consumer.ology : the market research myth, the truth about consumers and the psychology of shopping

"Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers."

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Bibliographic Details
Main Author Graves, Philip (Author)
Format Book
LanguageEnglish
Published Boston ; London : Nicholas Brealey, 2010
Edition1st pub.
Subjects
spotřebitelské chování
marketingový výzkum
consumer behavior
marketing research
příručky
handbooks, manuals, etc
Online AccessBiografické informace
ISBN9781857885507
Physical Descriptionviii, 216 s. ; 24 cm

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Summary:"Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers."
Bibliography:Obsahuje bibliografické odkazy a rejstřík
ISBN:9781857885507
Physical Description:viii, 216 s. ; 24 cm

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