by Martin Butler · Management Books 2000 Ltd · tapa blanda · ISBN 9781852524975
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«People Don't Buy What You Sell» is the essay by Martin Butler with Simon Gravatt on retail in paperback (180 pages, in English).
The book argues that customers don't just buy the product, but what the brand stands for. With real cases of British chains such as John Lewis, Selfridges, Carphone Warehouse, Topshop, B&Q and HMV, it examines management strategies, sales techniques and marketing to understand why some businesses connect with consumers and others don't.
Published on 5 August 2005 by Management Books 2000 Ltd. The cover subtitle is They Buy What You Stand For.
Aimed at retail professionals, store managers and readers interested in commercial strategies and consumer behaviour.
