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Shoppernomics

How to Shorten and Focus the Shoppers' Routes to Purchase

«’Mullin and Harper are very experienced directors and have succeeded in capturing their knowledge and expertise in this fascinating book, Shoppernomics: how to shorten and focus the shoppers' routes to purchase. The biggest disservice that 19th-century economists did to mankind was to assert that consumers are rational. The fact is that they remain an enigma and any insights into their behaviour are to be welcomed. I wish I had had this book and its insights and wisdom when I was Marketing Director of a major fast-moving consumer goods company all those years ago. Well done Roddy and Colin. You have made a major contribution with this book.’ Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, UK»

635,-
Paperback
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Detaljer

Forlag
Routledge
Innbinding
Paperback
Språk
Engelsk
Sider
328
ISBN
9781032837468
Utgivelsesår
2024
Format
25 x 17 cm

Anmeldelser

«’Mullin and Harper are very experienced directors and have succeeded in capturing their knowledge and expertise in this fascinating book, Shoppernomics: how to shorten and focus the shoppers' routes to purchase. The biggest disservice that 19th-century economists did to mankind was to assert that consumers are rational. The fact is that they remain an enigma and any insights into their behaviour are to be welcomed. I wish I had had this book and its insights and wisdom when I was Marketing Director of a major fast-moving consumer goods company all those years ago. Well done Roddy and Colin. You have made a major contribution with this book.’ Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, UK»

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