Why People Buy (Paperback) (ISBN-13: 9780195040876)

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.

Author: John O'Shaughnessy
ISBN-10: 0195040872
ISBN-13: 9780195040876
Publisher: Oxford University Press, USA
Language: English
Published: 12/21/1989
Pages: 208
Format: Paperback
Weight: 0.40lbs
Size: 8.03h x 5.36w x 0.44d