TO BUY OR NOT TO BUY
Maria Concetta Di Maio
(Researcher for Telecom Italia, Centro Studi San Salvador, Italy)
299
Abstract
The rationale that a deeper understanding of the psychological motivation for a consumer's purchasing decisions will lead to more effective marketing campaigns has been put to the test by Telecom Italia Mobile using the Schwartz Value Inventory.
Citation
Concetta Di Maio, M. (1998), "TO BUY OR NOT TO BUY", Measuring Business Excellence, Vol. 2 No. 4, pp. 44-49. https://doi.org/10.1108/eb025554
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited