This course belong to Marketing Management.
Good marketing is inspired by good insights. Good insights aboutcustomers come from more than just product or service category orbrand behavior—and from more than just demographics.
Every nation includes people who are more or less impulsive ormore or less deliberate, preferring the familiar to the novel; thesame is true for other characteristics such as adherence totraditional values, me-first, and reliance on self. These attitudesconnect to a broad range of behaviors such as brand preferences,the adoption of new products, and leadership qualities.
VALS is a proprietary psychometric method that measuresthese and other predictive attitudes—in
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