Why People Buy by O'shaughnessy
Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, 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 an essential resource for MBA students and students of marketing and business, and 'must' reading for anyone involved in selling or buying.
"An excellent update on consumer behaviorA solid conceptual base yet avoids statistical proofs based on unreplicated studies."--Julien Yudelson, Rochester Institute of Technology "An excellent look at consumer behavior from a point of view accessible to all managers. It addresses the question of why people buy in terms and language that everyone can understand and in terms which clearly point to potential levers for marketing action."--T.J. Olney, Western Washington University "Useful to professors who, like myself, would like to incorporate a consumer behavior section (which goes beyond the perfunctory chapter in the marketing textbook) into the principles course."--Mark G. Anderson, Point Loma Nazarene College "A trove of insights into the consumer mind-set (or lack thereof).... Demonstrates convincingly how and why the consumer remains such a baffling entity."--Adweek "Provides marketing strategists with fresh...approaches to fathoming and capitalizing on consumer behavior."--Kirkus Reviews "I found John O'Shaughnessy's book very informative, erudite and easy reading. It should appeal to the general public as well as to the academic professor of marketing."--Frederick Herzberg, University of Utah "An excellent textbook for marketers, business students, and consumer educators."--Los Angeles Times "This is a concise and comprehensive text that constitutes a fresh and highly original approach to marketing. I would highly recommend it as a text for use in MBA courses in marketing and consumer behavior as well as an excellent basis for executive training and development."--Tomasz Mroczkowski, Kogod College of Business Administration, American University
John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele
University in the United Kingdom.
| SKU | Unavailable |
| ISBN 13 | 9780195040876 |
| ISBN 10 | 0195040872 |
| Title | Why People Buy |
| Author | O Shaughnessy |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Oxford University Press Inc |
| Year published | 1989-12-21 |
| Number of pages | 208 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |