Why People (Don’t) Buy
The Go and Stop Signals
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Beschreibung
Provides a robust framework of analysis for managers – the GO-STOP Signal Framework – that can be used to both avoid and make sense of strategic marketing and sales mistakes
Illuminated by high profile marketing case studies. Rooted in a rich scientific literature, presented in an unusually accessible style, the authors have reviewed cutting-edge scientific findings in a lucid, easy-to-read, and engrossing way
Provides a robust framework of analysis for managers – the GO-STOP Signal Framework – that can be used to both avoid and make sense of strategic marketing and sales mistakes Illuminated by high profile marketing case studies. Rooted in a rich scientific literature, presented in an unusually accessible style, the authors have reviewed cutting-edge scientific findings in a lucid, easy-to-read, and engrossing way
Autor*in
Amitav Chakravarti
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Details
ISBN: 9781349499878
Verlag: Palgrave Macmillan UK
Erscheinung: 13.04.2016