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Beyond listening: learning the secret language...
A groundbreaking guide to making one of marketing's most important resources more effective
When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a cookie that couldn't betaken apart. Fortunately, in this case, Nabisco didn't heed there searchers' advice. Each year, companies spend a billion dollar son focus groups designed to ferret out consumer motivation, and,according to expert Bonnie Goebert, in many cases they're throwing their money away
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