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Why People Buy

Why People Buy PDF Author: John O'Shaughnessy
Publisher: Oxford University Press on Demand
ISBN: 9780195040876
Category : Business & Economics
Languages : en
Pages : 195

Book Description
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.
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