9780684835457
The Laws of Choice: Predicting Customer Behavior
Eric Marder
ISBN 13: 9780684835457
Publisher: Free Pr
Publication Date: 1997
Binding: Hardcover
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Drawing on 40 years of marketing research experience, Eric Marder presents a transforming theory of how people make choices. Supported by a rich analysis of studies conducted by scores of Fortune 500 companies, "The Laws of Choice" unearths the universal patterns every marketing strategist has been waiting for, showing how consumers decide where to spend their money. 160 charts & graphs.
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The Laws of Choice: Predicting Customer Behavior (ISBN: 0684835452 / 0-684-83545-2) Marder, Eric Quantity Available: 1
Book Description: Old Tappan, New Jersey, U.S.A.: Free Pr, 1997. Hardcover. Book Condition: New. New, unread hardback, w/ jacket; crisp, clean, tight. Bookseller Inventory # ABE-6559256706 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
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The Laws of Choice: Predicting Customer Behaviour (Hardback) (ISBN: 9780684835457) Marder, Eric Quantity Available: 10
Book Description: SIMON SCHUSTER, United States, 1997. Hardback. Book Condition: New. 229 x 152 mm. Brand New Book ***** Print on Demand *****.How do customers decide what products and brands to buy? With the rise of sophisticated advertising and marketing research methods in this century, business leaders have spent billions of dollars attempting to answer this perplexing question. Occasionally, analysts emerge with suggestive trends, but ultimately with little hard evidence to support any definitive "laws" of customer choice. Now, in this much-anticipated major work, Eric Marder reveals how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself. Drawing on forty years of applying his pioneering experimental design techniques to marketing research surveys, Marder presents a global theory of choice behavior, supported by original data reported here for the first time from thousands of massive real-life experiments based on millions of interviews. His dramatic findings about pricing, optimal marketing tactics, product evaluation, the relative role of product and image, and advertising effectiveness will make this book required reading for the entire marketing community. Of special interest to social scientists and survey research practitioners will be Marder's powerful research designs and techniques, including the unbounded write-in scale for measuring desirability (attitude) and his methodological analyses of the relationships among beliefs (perceptions), desires, choice, and behavior. In the Preface, he writes: "At the core of the theory are three laws of choice behavior the Law of Congruence, the Law of Primacy, and the Law of Persistence. These laws are both general and self-evident. At first glance, they are so self-evident that you might say: 'I have known this all along.' My reply is: 'Of course you have known it all along. But there is a difference between knowing and knowing, between the passive knowing that allows us to persist in actions that are inconsistent with what we know, and the active knowing that helps us change the way we do things.' I believe that knowing the laws of choice behavior-really knowing them -- changes the way we do things. My crass but stringent criterion has been that a good theory should enable someone equipped with it to make more money than someone who isn't. I believe my theory has passed this test.". Bookseller Inventory # APC9780684835457 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
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The Laws of Choice. Predicting Customer Behaviour (ISBN: 9780684835457) Marder, Eric Quantity Available: 10
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The Laws of Choice: Predicting Customer Behavior (ISBN: 0684835452 / 0-684-83545-2) Marder, Eric Quantity Available: 1
Book Description: Hardcover. Book Condition: New. 164mm x 32mm x 242mm. How do customers decide what products and brands to buy? With the rise of sophisticated advertising and marketing research methods in this century, business leaders have spent b.Shipping may be from our UK, US or Australian warehouse depending on stock availability. This item is printed on demand. 464 pages. 0.748. Bookseller Inventory # 9780684835457 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
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The Laws of Choice: Predicting Customer Behavior (Hardcover) (ISBN: 0684835452 / 0-684-83545-2) Marder, Eric Quantity Available: 1
Book Description: Hardcover. Book Condition: New. 164mm x 32mm x 242mm. Hardcover. How do customers decide what products and brands to buy? With the rise of sophisticated advertising and marketing research methods in this century, business leaders have spent.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 464 pages. 0.748. Bookseller Inventory # 9780684835457 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
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