Modern market research has made significant progress in pushing the envelope of analytical models of consumer behavior but common and highly visible marketing f... » 

Modern market research has made significant progress in pushing the envelope of analytical models of consumer behavior but common and highly visible marketing failures indicate that something is missing in this approach. Longterm success in marketing requires an actionable understanding of consumer motivations. This book details Censydiams insights into these matters ranging from the importance of the unconscious in consumer decisionmaking to the effective use of a universally applicable psychological model that can yield countryspecific results. «