Chapter 1 – Decision Making
How do we buy things?
Every chapter of this book is divided into organizing principles, and this chapter has two: Core benefits and involvement.
These are not the “official” ideas for dividing CB up (that does not exist – ask ten CB scholars, and they will give you 15 ways of doing it). But, CB is a big messy field, and these are pretty sensible places for a beginner to start.
Your job is to absorb these ideas, and really try to get your head around them. Do that, and you will not only understand a great deal, but also have an excellent foundation for whatever you do next.
Organizing principles
When you buy a thing, what are you actually buying? A concept fundamental to the very existence of marketing
How much work does it take to buy a thing? Does that matter?
