Unmarketing

Was bewegt einen Kunden, ein bestimmtes Produkt zu kaufen? Warum sind manche auf den ersten Blick kontraproduktiv wirkende Marketingstrategien so erfolgreich? Beckwith analysiert anhand verschiedener Beispiele die Motivation, die hinter unerklärlich wirkenden Konsumentenentscheidungen verborgen ist und zeigt auf, was der Kunde wirklich will und wie seine Handlungen begründet sind.

Informationen zum Autor Harry Beckwith heads Beckwith Partners! a marketing firm that advisising 23 Fortune 200 clients and dozens of venture-capitalized start-ups on branding and positioning. A Stanford graduate! Beckwith is an internationally acclaimed speaker and is the bestselling authors of 5 books! which! collectively! have been translated into 23 languages. Klappentext Formerly titled Unmarketing; now titled UNTHINKING.From bestselling author and marketing guru Harry Beckwith! a guide to deciphering what it takes to motivate customers to choose your products over the rest. Why do low-income families consistently prefer more expensive food products? What's the major reason we return products today! and what does that tell us about what we really want in our lives? International trade paperback.

Autorentext

Harry Beckwith heads Beckwith Partners, a marketing firm that advisising 23 Fortune 200 clients and dozens of venture-capitalized start-ups on branding and positioning. A Stanford graduate, Beckwith is an internationally acclaimed speaker and is the bestselling authors of 5 books, which, collectively, have been translated into 23 languages.

Klappentext

From bestselling author and marketing guru Harry Beckwith, a guide to deciphering what it takes to motivate customers to choose your products over the rest.