Why People Buy

Paperback | December 1, 1989

byJohn OShaughnessy

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Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, dbeliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones,increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is "must" reading for anyone involved in selling or buying.

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From Our Editors

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from ri...

From the Publisher

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, dbeliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones,increase business, or convert customers from ri...

From the Jacket

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from ri...

John O'Shaughnessy is at Graduate School of Business, Columbia University.

other books by John OShaughnessy

The Marketing Power of Emotion
The Marketing Power of Emotion

Hardcover|Nov 15 2002

$42.95

Format:PaperbackDimensions:208 pages, 5.31 × 7.99 × 0.43 inPublished:December 1, 1989Publisher:Oxford University Press

The following ISBNs are associated with this title:

ISBN - 10:0195040872

ISBN - 13:9780195040876

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From Our Editors

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is an essential resource for MBA students and students of marketing and business, and 'must' reading for anyone involved in selling or buying.

Editorial Reviews

"This is a concise and comprehensive text that constitutes a fresh and highly original approach to marketing. I would highly recommend it as a text for use in MBA courses in marketing and consumer behavior as well as an excellent basis for executive training and development."--TomaszMroczkowski, Kogod College of Business Administration, American University