Overview
- Provides a robust framework of analysis for managers – the GO-STOP Signal Framework – that can be used to both avoid and make sense of strategic marketing and sales mistakes
- Illuminated by high profile marketing case studies. Rooted in a rich scientific literature, presented in an unusually accessible style, the authors have reviewed cutting-edge scientific findings in a lucid, easy-to-read, and engrossing way
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Table of contents (11 chapters)
Keywords
About this book
Authors and Affiliations
About the authors
Manoj Thomas is Associate Professor of Marketing and Director of Business Simulation Lab at the Samuel Curtis Johnson Graduate School of Management at Cornell University. He trains MBA students and executives to identify and test powerful consumer insights. Thomas has received the Apple Award for Excellence in Teaching. He holds a PhD in marketing from the Stern School of Business at New York University. His specialization is consumer psychology. His research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science and Psychological Science. Thomas has received several research fellowships, has been nominated an MSI Young Scholar, and is an Associate Editor for the Journal of Consumer Psychology. He lives in the idyllic town of Ithaca, NY with his charming wife and two sons.
Bibliographic Information
Book Title: Why People (Don’t) Buy
Book Subtitle: The Go and Stop Signals
Authors: Amitav Chakravarti, Manoj Thomas
DOI: https://doi.org/10.1057/9781137466693
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2015
Hardcover ISBN: 978-1-137-46667-9Published: 15 May 2015
Softcover ISBN: 978-1-349-49987-8Published: 13 April 2016
eBook ISBN: 978-1-137-46669-3Published: 15 May 2015
Edition Number: 1
Number of Pages: XV, 223
Topics: Marketing, Organization, Market Research/Competitive Intelligence