Marketing Manipulation: A Consumer’s Survival Manual
Authors : Michael Kamins (Claremont College, USA)
Publisher : World Scientific
ISBN : 978-981-3234-70-3
Kamins focuses on examples from academic research where consumers have been found to be susceptible to bias and therefore have made less than optimal purchase decisions. Particularly, academic research in the area of Pricing, Product, Promotion, Sales and marketing research. Written in an accessible manner, this book puts the consumer (you!) in the center and aims to helps making all of us a better decision maker when confronted with a range of stimuli in a marketing environment.
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