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About this book
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.
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Table of contents (8 chapters)
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Front Matter
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Back Matter
About the authors
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:
http://www.dataminers.co.uk
ARCH WOODSIDE is Professor of Marketing at Boston College in the USA. He is a Fellow and member of the American Psychological Association, American Psychological Society, Royal Society of Canada, and the Society for Marketing Advances. He serves as the Editor-in-Chief of the Journal of Business Research and Advances in Business Marketing & Purchasing, and he is the author of numerous books and articles in the fields of marketing, psychology, consumer research, advertising, and tourism.
To find out more about the author go to:
http://www.bc.edu/schools/csom/departments/marketing/faculty/woodside/
To find out more about the author go to:
http://www.dataminers.co.uk
ARCH WOODSIDE is Professor of Marketing at Boston College in the USA. He is a Fellow and member of the American Psychological Association, American Psychological Society, Royal Society of Canada, and the Society for Marketing Advances. He serves as the Editor-in-Chief of the Journal of Business Research and Advances in Business Marketing & Purchasing, and he is the author of numerous books and articles in the fields of marketing, psychology, consumer research, advertising, and tourism.
To find out more about the author go to:
http://www.bc.edu/schools/csom/departments/marketing/faculty/woodside/
Bibliographic Information
Book Title: Brand Choice
Book Subtitle: Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
Authors: Randolph J. Trappey, Arch G. Woodside
DOI: https://doi.org/10.1057/9780230514201
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2005
Hardcover ISBN: 978-1-4039-4641-6Published: 23 November 2004
Softcover ISBN: 978-1-349-52357-3Published: 23 November 2004
eBook ISBN: 978-0-230-51420-1Published: 23 November 2004
Edition Number: 1
Number of Pages: IX, 258