Búsqueda

Eager sellers & stony buyers : understanding the psychology of new-product adoption

<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
  <record>
    <leader>00000nab a2200000 i 4500</leader>
    <controlfield tag="001">MAP20071508095</controlfield>
    <controlfield tag="003">MAP</controlfield>
    <controlfield tag="005">20220912145240.0</controlfield>
    <controlfield tag="007">hzruuu---uuuu</controlfield>
    <controlfield tag="008">060614e20060601usa||||    | |00010|eng d</controlfield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
    </datafield>
    <datafield tag="084" ind1=" " ind2=" ">
      <subfield code="a">922.112.1</subfield>
    </datafield>
    <datafield tag="100" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080219550</subfield>
      <subfield code="a">Gourville, John T.</subfield>
    </datafield>
    <datafield tag="245" ind1="1" ind2="0">
      <subfield code="a">Eager sellers & stony buyers</subfield>
      <subfield code="b">: understanding the psychology of new-product adoption</subfield>
      <subfield code="c">John T. Gourville</subfield>
    </datafield>
    <datafield tag="520" ind1="8" ind2=" ">
      <subfield code="a">Many 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</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080602406</subfield>
      <subfield code="a">Marketing estratégico</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080554866</subfield>
      <subfield code="a">Innovación</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080617400</subfield>
      <subfield code="a">Investigación de mercados</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080624019</subfield>
      <subfield code="a">Comportamiento del consumidor</subfield>
    </datafield>
    <datafield tag="650" ind1="0" ind2="1">
      <subfield code="0">MAPA20080608231</subfield>
      <subfield code="a">Psicología del consumo</subfield>
    </datafield>
    <datafield tag="740" ind1="0" ind2=" ">
      <subfield code="a">Harvard business review</subfield>
    </datafield>
    <datafield tag="773" ind1="0" ind2=" ">
      <subfield code="w">MAP20077100345</subfield>
      <subfield code="t">Harvard business review</subfield>
      <subfield code="d">Boston</subfield>
      <subfield code="g">June 2006 ; p. 99-106</subfield>
    </datafield>
  </record>
</collection>