Consumer behaviour: Drivers of behaviour, motivation...

 

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Classic paper - a key, timeless read
1.
Toys, totems and telegraph poles. Researching real consumer drivers in the telecoms market
Neil McPhee, ESOMAR, Telecoms Conference, Brussels, November 2004
The mobile telecoms market place is relatively new, very large and considered of major importance to economies across the world. However, marketing and sensitive research have not yet been embraced by ...

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Classic paper - a key, timeless read
2.
A journey to the centre of the earth. An understanding of consumers' universal needs
Nic Hall, ESOMAR, Consumer Insight Conference, Vienna, April 2004
More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business. Fewer admit how hard it is to get a grip on what really ...

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Classic paper - a key, timeless read
3.
Brand dreams and brain trash
Mark Oldridge, Market Research Society, Annual Conference, 2004
Argues (in some detail) that the model which underpins all current theories of the brand, that it is a representational image or memory inside the heads of individuals which is modified by information ...

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