Amitav Chakravarti is Professor of Marketing at the Department of Management, London School of Economics and Political Science, and wrote part of the book when visiting the Sloan School of Management, MIT. Currently he is on the faculty of University of California, Riverside. Prior to his appointment at LSE, he was an Associate Professor at the Stern School of Business, New York University. He received his PhD from the University of Florida (Go Gators!) and his research has been published in leading journals like Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: Learning, Memory, and Cognition. He was awarded the Google-WPP Marketing Research Award and the Marketing Science Institute (MSI) Young Scholar Award, and named among the 'Top 10' instructors at the Department of Management, LSE. Chakravarti spends a lot of his time in the concrete jungles of New York City, but still misses his childhood days growing up near a Rhino reserve.

Manoj Thomas is Associate Professor of Marketing and Director of Business Simulation Lab at the Samuel Curtis Johnson Graduate School of Management at Cornell University. He trains MBA students and executives to identify and test powerful consumer insights. Thomas has received the Apple Award for Excellence in Teaching. He holds a PhD in marketing from the Stern School of Business at New York University. His specialization is consumer psychology. His research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science and Psychological Science. Thomas has received several research fellowships, has been nominated an MSI Young Scholar, and is an Associate Editor for the Journal of Consumer Psychology. He lives in the idyllic town of Ithaca, NY with his charming wife and two sons.

Provides a robust framework of analysis for managers - the GO-STOP Signal Framework - that can be used to both avoid and make sense of strategic marketing and sales mistakes

Illuminated by high profile marketing case studies. Rooted in a rich scientific literature, presented in an unusually accessible style, the authors have reviewed cutting-edge scientific findings in a lucid, easy-to-read, and engrossing way

1. THE 100 CALORIES PARADOX The GO-STOP Signal Framework 2. JC PENNEY: THE FAIR AND SQUARE STRATEGY Removing Price Promotions Can Strengthen the STOP signal 3. TATA NANO: THE CHEAPEST CAR Low Price Can Weaken the GO Signal 4. HEDGEHOGS AND FOXES Mispredicting Consumer Behavior 5. UNDER-PRICED NYC RESTAURANTS When Does Low Price Weaken the GO Signal? 6. DID CREDIT CARDS MAKE AMERICA FAT? Unintended Consequences of Technology 7. IS [...] SMALLER THAN [...]? Heuristic Inferences 8. PAYING FOR MEDICINES AND TICKLE-ME ELMO Unfairness Cues Strengthen the STOP Signal 9. WHY PAYING PEOPLE TO DONATE BLOOD DOESN'T PAY Monetary Incentives Can Weaken the GO Signal 10. BEHAVIORAL AUDIT FOR STRATEGIC DECISIONS Measuring GO AND STOP signals