Brand choice : revealing customers' unconscious-automatic and strategic thinking processes / Randolp...
Brand choice : revealing customers' unconscious-automatic and strategic thinking processes / Randolp...
Brand choice : revealing customers' unconscious-automatic and strategic thinking processes / Randolph J. Trappey and Arch Woodside.
About this item
Full title
Author / Creator
Publisher
New York : Palgrave Macmillan, 2004.
Date
2004.
Call Numbers
N658.8343/111
Record Identifier
MMS ID
Language
English
Formats
Physical Description
Physical content
p. cm.
Contents
1. Customer thinking and brand choice -- 2. Automatic-unconscious process models of primacy choice -- 3. Customer portfolio analysis among competing retail store brands -- 4. Automatic thinking and store choices by near and distant customers -- 5. Modelling bank loyalty -- 6. Learning how linkage ad...
Publication information
Publisher
New York : Palgrave Macmillan, 2004.
Place of Publication
New York (State)
Date Published
2004.
Subjects
More information
Scope and Contents
Summary
"Customers use mental short cuts when making product and brand choices. Learning about the automatic thoughts that your brand evokes in the minds of customers provides valuable information. Brand Choice provides tools for revealing customers' automatic thoughts and how such thoughts can be used to accurately forecast brand choice. This book advocat...
Alternative Titles
Full title
Brand choice : revealing customers' unconscious-automatic and strategic thinking processes / Randolph J. Trappey and Arch Woodside.
Authors, Artists and Contributors
Author / Creator
Author / Artists
Notes
General note
Includes bibliographical references and index.
Identifiers
Primary Identifiers
Call Numbers
N658.8343/111
Record Identifier
74VKpWwqgdzX
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/74VKpWwqgdzX
Other Identifiers
ISBN
1403946418 (cloth)
9781403946416 (cloth)
DDC
658.8343
MMS ID
991019346129702626
