'Repeat buying' refreshed

Colin McDonald

A discussion on the occasion of a new (second) edition of Andrew Ehrenberg's 'Repeat Buying', originally published in 1972 (Charles Griffin, 1988).

'Repeat Buying' Refreshed

Colin McDonaldCommunications Research

Maps, once we have got used to them, tend to be taken for granted. The charted landmarks, the road systems, the most economical way to get from A to B, cease to be of direct concern and become part of the assumed background to our thinking. And, because we quickly forget what it was like when there were no landmarks and no way of seeing the right road, we also forget those who made the maps, and lose sight of our debt to them.

Andrew Ehrenberg is the first and still the most...

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