Why People Buy

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Description

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, dbeliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is "must" reading for anyone involved in selling or buying.show more

Product details

  • Paperback | 208 pages
  • 142.24 x 198.12 x 10.16mm | 204.12g
  • Oxford University Press Inc
  • New York, United States
  • English
  • Reprint
  • 0195040872
  • 9780195040876
  • 1,669,367

Back cover copy

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is an essential resource for MBA students and students of marketing and business, and 'must' reading for anyone involved in selling or buying.show more

Rating details

4 ratings
3.25 out of 5 stars
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4 25% (1)
3 75% (3)
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