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.
Published: Tuesday, April 16, 2024
Published by: St Martin's Griffin
Available in: Paperback (9781137278920)
