The Last Mile: Creating Social and Economic Value from Behavioral Insights - Couverture rigide

Soman, Dilip

 
9781442650435: The Last Mile: Creating Social and Economic Value from Behavioral Insights
Couverture rigide
ISBN 10 : 1442650435 ISBN 13 : 9781442650435
Editeur : University of Toronto Press, 2015

Synopsis

Most organizations spend much of their effort on the start of the value creation process: namely, creating a strategy, developing new products or services, and analysing the market. They pay a lot less attention to the end: the crucial 'last mile' where consumers come to their website, store, or sales representatives and make a choice. In The Last Mile, Dilip Soman shows how to use insights from behavioural science in order to close that gap. Beginning with an introduction to the last mile problem and the concept of choice architecture, the book takes a deep dive into the psychology of choice, money, and time. It explains how to construct behavioural experiments and understand the data on preferences that they provide. Finally, it provides a range of practical tools with which to overcome common last mile difficulties. The Last Mile helps lay readers not only to understand behavioural science, but to apply its lessons to their own organizations' last mile problems, whether they work in business, government, or the non-profit sector. Appealing to anyone who was fascinated by Dan Ariely's Predictably Irrational, Richard Thaler and Cass Sunstein's Nudge, or Daniel Kahneman's Thinking, Fast and Slow but was not sure how those insights could be practically used, The Last Mile is full of solid, practical advice on how to put the lessons of behavioural science to work.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Dilip Soman is a professor and the Corus Chair in Communications Strategy at the Rotman School of Management at the University of Toronto. A behavioral scientist with a PhD from the University of Chicago Graduate School of Business, he is director of the University of Toronto's India Innovation Institute and the coordinator of the Behavioural Economics in Action research cluster.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
University of Toronto Press
Date d'édition
2015
Langue
anglais
ISBN 10 
1442650435
ISBN 13 
9781442650435
Reliure
Relié
Numéro d'édition
1
Nombre de pages
296
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781487521820: The Last Mile: Creating Social and Economic Value from Behavioral Insights

Edition présentée

ISBN 10 :  1487521820 ISBN 13 :  9781487521820
Editeur : University of Toronto Press, 2017
Couverture souple