Why People (Don't) Buy: The Go and Stop Signals

By Amitav Chakravarti and Manoj Thomas

Book 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

• Format: Hardcover
• Language: English
• ISBN: 1137466677
• ISBN13: 9781137466679
• Release Date: May 2015
• Publisher: Palgrave MacMillan
• Length: 223 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.9" x 5.7" x 8.5"