Unconscious Branding

Unconscious Branding

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For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior… (more)

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Book Details  


Publisher: St. Martin's Press (November 13, 2012)

Collection: Palgrave Macmillan Trade

Format: EPUB

Protection: DRM

Language: English


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