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    Why People Buy: Motivation Research and Its Successful Application
    Unavailable
    Why People Buy: Motivation Research and Its Successful Application
    Unavailable
    Why People Buy: Motivation Research and Its Successful Application
    Ebook327 pages4 hours

    Why People Buy: Motivation Research and Its Successful Application

    By Louis Cheskin

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    Currently unavailable

    About this ebook

  • Why People Buy is a seminal book to understanding why certain products have appeal in the markerplace.

  • Cheskin was one of the first marketers to use customer-centric methods, and to value direct customer input above marketers’ expectations or guesses about customers' needs.

  • Acknowledging the irrational elements of human behavior, Cheskin brought psychoanalysis and Gestalt theory to marketing. He gained fame for predicting the failure of the Edsel and berated researchers and executives who failed to use market research to drive product development and go to market strategies.
    • LanguageEnglish
    PublisherIg Publishing
    Release dateSep 5, 2016
    ISBN9781632460332
    Unavailable
    Why People Buy: Motivation Research and Its Successful Application

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