Brand choice
Randolph J Trappey · 2005
Where to buy
Amazon’s price changes daily, so the most accurate place to see it is there, at the moment you buy.
View on AmazonThis is an affiliate link: if you buy through it, the site earns a small commission at no extra cost to you, which helps us bring quality content and maintain the site. As an Amazon Associate we earn from qualifying purchases.
About the book
"Customers use mental short cuts when making product and brand choices. Learning about the automatic thoughts that your brand evokes in the minds of customers provides valuable information. Brand Choice provides tools for revealing customers' automatic thoughts and how such thoughts can be used to accurately forecast brand choice. This book advocates finding out what attributes-benefits are evoked by your brand and your brand's competing brands, rather than asking 'What does your brand evoke?'." "Strategic thinking by customers includes their focusing attention on how, when, where, and why they buy and use brands and products. This book advocates the long interview method and never using mail survey questionnaires to reveal customers' strategic thinking. The book gives nuance, details, and case examples on how to accurately reveal what customers really think and do."--Jacket.
Book details
- Year
- 2005
- Language
- English
- Publisher
- Palgrave Macmillan
- Editions
- 1
- Pages
- 336
- ISBN
- 9781403946416
Data source: Wikidata