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· 제목 : Decoded: The Science Behind Why We Buy (Hardcover)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118345603
· 쪽수 : 288쪽
· 출판일 : 2013-03-04
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118345603
· 쪽수 : 288쪽
· 출판일 : 2013-03-04
목차
Foreword ix
Preface xiii
1. Decision Science: Understanding the Why of Consumer Behaviour 1
2. The Moment of Truth: Decoding Purchase Decisions 37
3. Decoding the Interface: How the Autopilot Perceives Touchpoints 67
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 119
5. Goals: The Driving Forces of Purchase Decisions 159
6. From Positioning to Touchpoints: Bringing Value to Life 203
Closing Remarks 255
Acknowledgements 257
Recommended Reading 259
Index 269
