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The process of purchasing involves a complex journey influenced by various factors such as media, advice, and packaging, culminating in the experience of the product or service. The book delves into how these elements can misalign with consumer expectations, offering insights for brand managers, agencies, and retailers. It emphasizes the importance of timing and messaging in effectively guiding consumers through their purchasing decisions, aiming to provide a deeper understanding of consumer behavior.
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Shoppernomics, Colin Harper, Roddy Mullin
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- Année de publication
- 2024
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