The unreasonable customer

BOOK TIP Florian Bauer and Hardy Koth write in their book how behavioral economics can be used to understand and influence irrational decisions.The authors deal with the topic of purchasing decisions in a detailed and expert manner. They explain how companies can use knowledge of behavioral economics to understand the decision-making process of their own target group and influence it accordingly. However, for readers who have no prior knowledge of decision research, the book has its difficulties. The book is recommended for those who want to deepen their basic knowledge around decision-making processes and customer loyalty.GetAbstract Rating: 6Implementability: 7Innovation Level: 7Style: 5 Publisher: RedlinePublication Date: 2014Pages: 208ISBN: 9783868815245---------------------------------------getAbstract presents summaries of outstanding business books via the Internet. Its mission is to provide managers and executives worldwide with high-caliber, up-to-date business information.