Large-scale marketing is not about persuading people to make buying
decisions; it is about framing choices to make their buying
decisions redundant. The best marketing doesn't just focus on the
individual psychology of the consumer in isolation, but operates at
a cultural level, taking into account their wider background,
environment and lifestyle. Analysing the customers' choices and
behaviours in this context means that they aren't even aware their
buying decisions are being influenced.
In this rigorous and practical book Chris Hackley presents the
latest research and provides need-to-know content for marketing
professionals.
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