The Laws of Choice
Zusammenfassung
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The Laws of Choice by Eric Marder
Using data collected by firms such as Hewlett-Packard, the author here develops new theories of pricing, optimal marketing tactics, product evaluation, the relative role of product and image and the effectiveness of advertising.
Paul Schregel Former Senior Vice-President, Americas, Scott Paper Company Eric Marder has a way of taking concepts that are often vague in other hands, discarding the fluff, and producing a simple, sharp picture of any subject with which he dealsSenior executives who want to make money will find gems in this book. Using the thinking and tools described here, we increased earnings from consumer brands sold in the U.S. from under $50 million to over $150 millionin just a few years!
Betty Sproule Strategic Planning Manager, Hewlett-Packard Company A landmark in the state of global thinking about marketing, marketing research, and how customers make choices. The laws and principles Eric Marder formulates will serve as guideposts for the next era of marketing via electronic media.
William R. Bondurant Vice President, Business Information, AT& T Wireless Services, INC. Brilliantly clear on all the major issues with which marketers are concerned.
Dennis Q. Murphy, Director Worldwide Marketing Communications Research, IBM Rarely does deep insight intersect so completely with hard data. In this extremely readable book, Eric derives remarkable conclusions about buyer behavior from a database unparalleled in business and unaffordable in academia.
Tony Adams Principal Marketing, The Vanguard Group Hooray for Eric Marder! He has pioneered a most accurate and predictive understanding of consumer behavior. It works.
Betty Sproule Strategic Planning Manager, Hewlett-Packard Company A landmark in the state of global thinking about marketing, marketing research, and how customers make choices. The laws and principles Eric Marder formulates will serve as guideposts for the next era of marketing via electronic media.
William R. Bondurant Vice President, Business Information, AT& T Wireless Services, INC. Brilliantly clear on all the major issues with which marketers are concerned.
Dennis Q. Murphy, Director Worldwide Marketing Communications Research, IBM Rarely does deep insight intersect so completely with hard data. In this extremely readable book, Eric derives remarkable conclusions about buyer behavior from a database unparalleled in business and unaffordable in academia.
Tony Adams Principal Marketing, The Vanguard Group Hooray for Eric Marder! He has pioneered a most accurate and predictive understanding of consumer behavior. It works.
Eric Marder is Chairman of Eric Marder Associates, Inc., a marketing research and consulting firm he founded in 1960. The company specializes in "Choice Research," a term Marder uses to distinguish the discipline presented in this book from traditional marketing research. His client list through the years has included American Home Products, AT&T, Campbell Soup, CBS, General Foods, General Mills, GTE, Hewlett-Packard, Johnson & Johnson, Pfizer, Scott Paper, Xerox, and others. He is married and lives in Manhattan.
| SKU | Nicht verfügbar |
| ISBN 13 | 9780684835457 |
| ISBN 10 | 0684835452 |
| Titel | The Laws of Choice |
| Autor | Eric Marder |
| Buchzustand | Nicht verfügbar |
| Bindungsart | Hardback |
| Verlag | Simon & Schuster |
| Erscheinungsjahr | 1997-10-07 |
| Seitenanzahl | 464 |
| Hinweis auf dem Einband | Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden. |
| Hinweis | Nicht verfügbar |