Shoppernomics
«’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»
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»