Roddy Mullin Libros

The process of purchasing involves a complex journey influenced by various factors such as media, advice, and packaging, culminating in the experience of the product or service. The book delves into how these elements can misalign with consumer expectations, offering insights for brand managers, agencies, and retailers. It emphasizes the importance of timing and messaging in effectively guiding consumers through their purchasing decisions, aiming to provide a deeper understanding of consumer behavior.

Edition numbering starts over again with the title change; the earlier edition is called sixth edition but is the first under the new title.