Eager sellers & stony buyers : understanding the psychology of new-product adoption
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| 001 | MAP20071508095 | ||
| 003 | MAP | ||
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| 040 | $aMAP$bspa | ||
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| 100 | 1 | $0MAPA20080219550$aGourville, John T. | |
| 245 | 1 | 0 | $aEager sellers & stony buyers$b: understanding the psychology of new-product adoption$cJohn T. Gourville |
| 520 | 8 | $aMany innovations fail because consumers irrationally overvalue the old and companies irrationally overvalue the new. New products often require consumers to change their behavior. As companies know, those behavior changes entail costs | |
| 650 | 1 | 1 | $0MAPA20080602406$aMarketing estratégico |
| 650 | 1 | 1 | $0MAPA20080554866$aInnovación |
| 650 | 1 | 1 | $0MAPA20080617400$aInvestigación de mercados |
| 650 | 1 | 1 | $0MAPA20080624019$aComportamiento del consumidor |
| 650 | 0 | 1 | $0MAPA20080608231$aPsicología del consumo |
| 740 | 0 | $aHarvard business review | |
| 773 | 0 | $wMAP20077100345$tHarvard business review$dBoston$gJune 2006 ; p. 99-106 |