Majority Report

Book chapter


Graham, C and Snijders, W (2018). Majority Report. in: Snijders, W (ed.) Eat Your Greens Kibworth Beauchamp Troubador Publishing Ltd.
AuthorsGraham, C and Snijders, W
EditorsSnijders, W
Abstract

The book is curated by Wiemer Snijders, partner at Commercial Works.

This chapter discusses the most fundamental patterns in buyer behaviour. Simple, almost universal rules with far-reaching implications for everything we do in marketing. The evidence presented here is the result of almost six decades of scientific research investigating the repeat buying of thousands of brands
in hundreds of categories and in many countries. It includes recent results from two loyalty studies revealing the role that vast numbers of light buyers play in building sales over time. The aim of this chapter is to focus attention on this forgotten majority. Without them, you would not have a brand.

KeywordsBusiness & Economics
Year2018
Book titleEat Your Greens
PublisherTroubador Publishing Ltd
Place of publicationKibworth Beauchamp
Edition1
ISBN9781789016758
Publication dates
Print28 Oct 2018
Publication process dates
Deposited06 Dec 2018
Accepted02 Oct 2018
Web address (URL)https://www.troubador.co.uk/bookshop/business/eat-your-greens/
Accepted author manuscript
License
CC BY 4.0
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