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Author Chakravarti, Amitav.

Title Why people don't buy [electronic resource] ; the go and stop signals / Amitav Chakravarti, Manoj Thomas.

Published Basingstoke, Palgrave Macmillan, 2015.


Location Call No. Status
Physical description 232 p. : 11 b&w, 22 figures, line drawings, 8.
Notes Electronic book text.
Epublication based on: 9781137466679.
Contents 1. THE 100 CALORIES PARADOX The GO-STOP Signal Framework 2. JC PENNEY: THE FAIR AND SQUARE STRATEGY Removing Price Promotions Can Strengthen the STOP signal 3. TATA NANO: THE CHEAPEST CAR Low Price Can Weaken the GO Signal 4. HEDGEHOGS AND FOXES Mispredicting Consumer Behavior 5. UNDER-PRICED NYC RESTAURANTS When Does Low Price Weaken the GO Signal? 6. DID CREDIT CARDS MAKE AMERICA FAT? Unintended Consequences of Technology 7. IS $451,563 SMALLER THAN $450,000? Heuristic Inferences 8. PAYING FOR MEDICINES AND TICKLE-ME ELMO Unfairness Cues Strengthen the STOP Signal 9. WHY PAYING PEOPLE TO DONATE BLOOD DOESN'T PAY Monetary Incentives Can Weaken the GO Signal 10. BEHAVIORAL AUDIT FOR STRATEGIC DECISIONS Measuring GO AND STOP signals.
File type Document
Summary Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right. Crafting successful marketing strategies requires two skills: the ability to diagnose why consumers are not buying, and the ability to predict how marketing actions will change consumer behavior. Drawing from a rich repertoire of consumer behavior theories which are only found in scientific journals, the authors offer a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to understand why consumers are not buying their product and helps them to predict how to change consumer behavior. This highly readable book is full of practical diagrams and maps, as well as international case studies to exemplify the framework's value, to show that it is useful in explaining paradoxical consumer behavior, why smart managers make strategic mistakes, and how to avoid such mistakes.
History notes Amitav Chakravarti is Professor of Marketing at the Department of Management, London School of Economics and Political Science. Prior to his appointment at LSE, he was an Associate Professor at the Stern School of Business, New York University, where he taught the Marketing Core course for full-time MBA graduates and the Introduction to Marketing course for undergraduates. He received a BA in Economics from the University of Bombay, an MBA from the Indian Institute of Foreign Trade (New Delhi), and a PhD from the University of Florida. Prior to his PhD he worked with JWT and IMRB (Indian Market Research Bureau) in India. Amitav's research has been published in leading journals including Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: Learning, Memory, and Cognition. In recognition of his research contributions, he was recently awarded the inaugural Google-WPP Marketing Research Award, the Marketing Science Institute (MSI) Young Scholar Award (awarded by MSI to faculty members who are "likely leaders of the next generation of marketing academics"), and the ART (Advanced Research Techniques) Forum Best Paper Award. He also serves on the editorial review board of the Journal of Consumer Research. Professor Chakravarti was also named among the 'Top 10' best-rated instructors at the Department of Management, LSE. Manoj Thomas is the Director of the Business Simulation Laboratory and Associate Professor of Marketing at the Samuel Curtis Johnson Graduate School of Management at Cornell University. Thomas holds a master's degree in business management and a doctorate in marketing. His specialization is consumer psychology, and his research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science and Psychological Science. His research has been discussed in a variety of media outlets such as CBS, NPR, Wall Street Journal, The New York Times and Science. Thomas has received various teaching awards and research fellowships. He is on the Editorial Review Boards of the Journal of Consumer Research and the Journal of Consumer Psychology. At the Johnson School, Professor Thomas teaches Strategic Brand Management and Product Marketing Insights. Prior to joining academia, Thomas has worked with consumer products companies Marico, ICI Paints, and International Bestfoods (Unilever plc.). He has hands on experience in product management, channel and promotions management, and in leading large sales teams.
Other author Thomas, Manoj.
Subject Market research.
Business and Management.
Market research.
ISBN 9781137466693 : £22.00
1137466693 : £22.00