Mistakes that Marketers Make
Ever seen an advertisement, sales pitch, or store policy that left you scratching your head and saying, “Why on earth would they do that?”
Amanda Bower has seen plenty. After all, she studies what works, and what doesn’t, in commercial marketing strategies.
She tells us about the approaches that succeed, and the ones that don’t, when it comes to people trying to get us to buy their stuff.
Amanda Bower, Ph.D. - Associate Editor, The Journal of Advertising. Lead author of a new report examining the influence of online retailer shipping policies on customer satisfaction, repeat business, and profitability [Journal of Marketing, September 2012]. Professor of Marketing and Business Administration, Washington and Lee University.