Habit: The 95% of Behaviour Marketers Ignore
基本信息·出版社：Financial Times Prentice Hall ·页码：216 页 ·出版日期：2008年11月 ·ISBN：0273721887 ·International Standard Book Number： ...
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基本信息·出版社：Financial Times Prentice Hall
·页码：216 页
·出版日期：2008年11月
·ISBN：0273721887
·International Standard Book Number：0273721887
·条形码：9780273721888
·EAN：9780273721888
·装帧：平装
·正文语种：英语
·丛书名：Financial Times Series
内容简介 在线阅读本书
80% of new products fail. Billions of advertising pounds are wasted every year. Even "satisfied customers" abandon companies at the drop of a hat. How can this be? How can so many brilliant marketers and product developers be failing so thoroughly? Here's how: they've focused their vast resources almost exclusively on the conscious mind, but it's the unconscious mind that controls 95% of human behaviour. In Habit , Dr. Neale Martin presents powerful new research that reveals how the mind actually works and explains in practical detail the implications of this new science for marketers and product developers. You'll learn why 50 years of marketing theory is deeply flawed, how your customers' unconscious minds thwart your marketing campaigns, and how to identify what customers really want when they don't even know. Using Martin's techniques, you can not only avoid marketing and product failures: you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability.
作者简介 Dr. Neale Martin is an expert in consumer behaviour, customer satisfaction, and bridging the gap between new technologies and markets. As a consultant and executive educator, he has spent the last decade helping communications and networking companies (Sprint, Nextel, Cisco, Nortel, TI, Motorola) launch some of the past century's most innovative products and services. Martin speaks on topics ranging from creating new markets to customer service. It is his eclectic background in psychology, journalism, and dog training that gave him the critical insights needed to connect recent research in neurobiology and cognitive psychology to today's greatest marketing challenges.
目录 Table of Contents Introduction Section I: The Force of Habit Chapter 1. How Habits Undermine Marketing Chapter 2. You Are of Two Minds (At Least) Chapter 3. The PFC: Home to the Executive Mind Section II: Habits: The New Science of Marketing Chapter 4. Of iPods, Habits, and Market Revolution Chapter 5. Marketing from a Habitual Perspective Chapter 6. Habit and Marketing Management Section III: Treat Your Customers Like Dogs Chapter 7. Of Google and Cigarettes Chapter 8. Behavioural Training Chapter 9. Behavioural Marketing: Becoming Your Customer's Chapter 10. The Four Steps to Behavioral Marketing Chapter 11. Habit Maintenance Chapter 12. The Force of Habits: A Double-Edged Sword Conclusion Index
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