Why People (Don't) Buy: The Go and Stop Signals

By Amitav Chakravarti and Manoj Thomas

Book Overview

Provides a robust framework of analysis for managers - the GO-STOP Signal Framework - that can be used to both avoid and make sense of strategic marketing and sales mistakes

Illuminated by high profile marketing case studies. Rooted in a rich scientific literature, presented in an unusually accessible style, the authors have reviewed cutting-edge scientific findings in a lucid, easy-to-read, and engrossing way

• Format: Paperback
• Language: English
• ISBN: 1349499870
• ISBN13: 9781349499878
• Release Date: April 2016
• Publisher: Palgrave MacMillan
• Length: 223 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.7" x 5.4" x 8.3"