by Randolph J. Trappey (Author), A. Woodside (Author)
Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.
RANDOLPH TRAPPEY has served on the faculties of the University of London's Royal Holloway School of Management, New York University's Leonard N. Stern School of Business in London and Tulane University's A.B. Freeman School of Business in New Orleans. His research links cognitive science and marketing science with consumers' unconscious thinking about brand advertising. He is the founder and CEO of DataMiners Ltd., a consulting firm that specialises in providing data mining, modelling and CRM solutions to business, industry and government. His clients include Prudential, Vodafone, Nokia, Hewlett Packard, Electronic Arts, BUPA and the United States Government.
To find out more about the author go to:Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
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