Consumer.ology [electronic resource] : the market research myth, the truth about consumers and the psychology of shopping / by Philip Graves.
Publication details: Boston : Nicholas Brealey, c2010.Description: viii, 226 p. ; 24 cmContent type:- text
- computer
- online resource
- 9781857885507
- 1857885503
- Consumerology
- Consumer dot ology
| Item type | Current library | Status | |
|---|---|---|---|
eBooks
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Digital Library | Available |
Includes bibliographical references and index.
Understanding the unconscious mind : why we buy what we do but can't explain it -- Reading consumers : insights into the unconscious mind -- The consumer in context : environmental influences -- What consumers do : studying behavior -- The irrelevant consumer : questioning questions -- Relevant answers : questions worth asking -- Understanding the crowd : focusing on focus groups -- Consumer futurology : influencing innovation -- Gaining an edge : beyond market research.
Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers.
