导读荐语
消费者行为专家菲利普·格雷夫斯认为,如果你让市场调研支配你的营销决策,那你就大错特错。他说:“市场调研不可能预测消费者的购买决定,因为它判断的依据是消费者的消费行为是有意识地考虑和逻辑思维的过程。实际上,消费者几乎从不用理性决定是否购买某种商品,即使他们坚称如是,他们大多依赖潜意识做出快速、有效的决定。”商家如能理解这一点,并能运用格雷夫斯的判断依据进行市场调研,便能更好地掌握消费者的真实愿望和需求。虽然几乎所有购物者都会喜爱这本富于娱乐性和知识性的书籍,但是getAbstract相信,它首先对企业所有者和市场营销人员有特别的帮助,即使他们不能深入消费者内心,至少也能对消费者有更进一步的了解。
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关于作者
菲利普·格雷夫斯(Philip Graves):英国消费者行为专家,为众多的国内和国际企业提供咨询。
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