Understanding Customer Behaviour

Stewart Pearson

Chapter 11 in Building Brands Directly, 1996, pp 252-283 from Palgrave Macmillan

Abstract: Abstract Marketing is generally held to be an uncertain investment. Even the editor of Admap, the magazine devoted to the research and quantification of advertising, confesses that advertising is inherently risky and asks: ‘It is a truism that advertising, at least in the eyes of those who pay for it, seems chancier than virtually any other form of capital expenditure … will it work?’1

Keywords: Credit Card; Customer Behaviour; Direct Mail; Customer Data; Customer Participation (search for similar items in EconPapers)
Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13771-8_11

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DOI: 10.1007/978-1-349-13771-8_11

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