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Seller: moluna, Greven, Germanymoluna
AbeBooks seller since July 9, 2020
Condition: New
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Add to basketItem description from seller
Using data collected by firms such as Hewlett-Packard, the author here develops new theories of pricing, optimal marketing tactics, product evaluation, the relative role of product and image and the effectiveness of advertising.Über den Autor.
Seller Inventory # 5946558
- Title
- The Laws of Choice
- Author
- Marder, Eric
- Publisher
- FREE PR
- Publication year
- 1997
- Condition
- New
- Binding
- Gebunden
- Language
- English
- ISBN 10
- 0684835452
- ISBN 13
- 9780684835457
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."
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
Shipping rates from Germany to U.S.A.
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