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
Language: English
Published: Boston ; London : Nicholas Brealey, 2010
Edition: 1st pub.
Subjects:
spotřebitelské chování
marketingový výzkum
consumer behavior
marketing research
příručky
handbooks, manuals, etc
ISBN: 9781857885507
Physical Description: viii, 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

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