Why People Buy

Download or read book Why People Buy written by John O'Shaughnessy and published by Oxford University Press on Demand. This book was released on 1987 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is an essential resource for MBA students and students of marketing and business, and 'must' reading for anyone involved in selling or buying.