TO BUY OR NOT TO BUY

Maria Concetta Di Maio (Researcher for Telecom Italia, Centro Studi San Salvador, Italy)

Measuring Business Excellence

ISSN: 1368-3047

Publication date: 1 April 1998

Abstract

The rationale that a deeper understanding of the psychological motivation for a consumer's purchasing decisions will lead to more effective marketing campaigns has been put to the test by Telecom Italia Mobile using the Schwartz Value Inventory.

Citation

Concetta Di Maio, M. (1998), "TO BUY OR NOT TO BUY", Measuring Business Excellence, Vol. 2 No. 4, pp. 44-49. https://doi.org/10.1108/eb025554

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Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

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