An entertaining and timely exploration of how our food-from where it's grown to how we buy it-is in the midst of a transformation, showing how this is our chance to do better, for us, for our children, and for our planet, from a global expert on consumer behavior.
Paco Underhill Libri
1 gennaio 1950
Paco Underhill è un pioniere e un esperto di spicco nel campo del comportamento dei consumatori, dedicato da oltre 25 anni alla ricerca delle sfumature dello shopping. Il suo lavoro illumina le motivazioni alla base delle azioni dei consumatori odierni, rivelando come fattori quali genere, esperienza tattile e anatomia umana plasmino il panorama della vendita al dettaglio. Oratore acuto e avvincente, condivide frequentemente i risultati della sua ricerca con gruppi di professionisti, offrendo un'immersione profonda nella scienza e nella psicologia delle nostre decisioni di acquisto.
This story is about the world of shopping. The world of shopping is in flux as retail designers and marketers recognize that their 20th century tools are getting rusty and dull. The first-world customer is older, wiser, and more cynical. For merchants and marketers trained to fight wars - Coke vs. Pepsi, Sainsbury's vs. Tesco - the unpleasant surprise is that they find themselves in a 21st century bar fight, where everybody is competing with everybody else for the customer's discretionary expenditure.
The Call of the Mall
- 240pagine
- 9 ore di lettura
Buyology: How everything we believe about why we buy is wrong
- 272pagine
- 10 ore di lettura
Reveals what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company. This book shows the extent to which we deceive ourselves when we think we are making considered decisions.
Frauen kaufen anders als Männer. Das kommt Ihnen bekannt vor? Aber warum ist das so? Der weltweit führende Marketingexperte und Bestsellerautor Paco Underhill macht die vier Faktoren aus, die die Kaufentscheidungen weiblicher Konsumenten maßgeblich steuern: Sauberkeit, Kontrolle, Sicherheit und Rücksichtnahme. Diese vier Faktoren machen eine Marke oder eine Dienstleistung für Frauen attraktiv und sind für Männer bei der Kaufentscheidung in der Regel unbedeutend. Mit Charme und Humor nimmt uns Underhill mit auf eine Reise durch den globalen Markt, der immer mehr von Frauen eingenommen wird, und zeigt uns, warum sie kaufen, was sie kaufen.
