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Synopsis: 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."
About the Author: Eric Marder is Chairman of Eric Marder Associates, Inc., a marketing research and consulting firm he founded in 1960. The company specializes in "Choice Research," a term Marder uses to distinguish the discipline presented in this book from traditional marketing research. His client list through the years has included American Home Products, AT&T, Campbell Soup, CBS, General Foods, General Mills, GTE, Hewlett-Packard, Johnson & Johnson, Pfizer, Scott Paper, Xerox, and others. He is married and lives in Manhattan.
Title: The Laws of Choice: Predicting Customer ...
Publisher: Free Press
Book Condition: Fine
Book Description Free Press. Hardcover. Book Condition: Good. Ex-Library Book - will contain Library Markings. Book shows a small amount of wear to cover and binding. Some pages show signs of use. Bookseller Inventory # G0684835452I3N10
Book Description Free Press. Hardcover. Book Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, thatâ€™ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Bookseller Inventory # 2801636246
Book Description Free Press. Hardcover. Book Condition: Good. Book has a small amount of wear visible on the binding, cover, pages. Bookseller Inventory # G0684835452I3N00
Book Description Free Press. Hardcover. Book Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, thatâ€™ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Bookseller Inventory # 2831236048
Book Description Book Condition: VeryGood. A well-cared-for item that has seen limited use but remains in great condition. The item is complete, unmarked, and undamaged, but may show some limited signs of wear. Item works perfectly. Pages are intact and not marred by notes or highlighting. The spine is undamaged. Bookseller Inventory # 4BQ001000L2O
Book Description Hardback. Book Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Bookseller Inventory # GOR001744679
Book Description -. Hardcover. Book Condition: Very Good. Laws of Choice: Predicting Customer Behaviour This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Bookseller Inventory # 7719-9780684835457
Book Description Free Press, 1997. Hardcover. Book Condition: Very Good. May contain minor cover/edge/spine/reading wear. May contain minimal notes and/or highlighting. Overall in great condition. Ships Fast! Satisfaction Guaranteed!. Bookseller Inventory # mon0000566637
Book Description Free Press. Hardcover. Book Condition: New. 0684835452 Ships promptly. Bookseller Inventory # Z0684835452ZN
Book Description Free Press 1997-07-10, 1997. Hardcover. Book Condition: Very Good. 0684835452 Has moderate shelf and/or corner wear. Great used condition. Over 1,000,000 satisfied customers since 1997! We ship daily M-F. Choose expedited shipping (if available) for much faster delivery. Delivery confirmation on all US orders. Bookseller Inventory # Z0684835452Z2