Showing titles in Consumer Behaviour & Market Research

The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

Los catalizadores eliminan los obstáculos y reducen las barreras para el cambio. En lugar de preguntar: “¿Cómo podría cambiar la opinión de alguien?”, proponen preguntas diferentes: “¿Por qué no han cambiado ya?” En este libro aprenderás cómo los catalizadores consiguen cambiar la opinión de los demás en las situaciones más difíciles: cómo los negociadores de rehenes consiguen que la gente salga con las manos en alto, cómo los vendedores consiguen que los nuevos productos se pongan de moda y cómo los líderes transforman la cultura organizativa.

The 2020 Porchlight Marketing & Sales Book of the Year The cofounder and chief branding officer of Red Antler, the branding and marketing company for startups and new ventures, explains how hot new brands like Casper, Allbirds, Sweetgreen, and Everlane build devoted fan followings right out of...

One of Michiko Kakutani's (New York Times) top ten books of 2016 A funny thing happened on the way to the digital utopia. We've begun to fall back in love with the very analog goods and ideas the tech gurus insisted that we no longer needed. Businesses that once looked outdated, from film...

Slow Down, Sell Faster! does this by introducing a simple yet powerful method for buyer-focused selling that is practical, repeatable, and easily customizable. This buyer-focused approach extends to proposals and presentations, loyalty and retention, and, of course, cultivating more business. Each step in the book corresponds to a role you should adopt to meet customers’ needs at each stage of the buying process. Increasing sales is not just about learning more sales techniques; it’s about understanding the buying process - from your customer’s point of view.

Lifescale is a journey of self-discovery and growth. It's about getting back into balance and remastering our destinies. Author Brian Solis knows firsthand. He struggled with distraction and all of its ill effects. To get his life back, he developed a set of techniques, exercises, and thought experiments designed to tame the chaos, and positively and productively navigate our day-to-day lives. Instead of falling victim to the never-ending cycle of newsfeeds, Likes, addictive apps, and boredom scrolling, we can learn to manage our time and inspire our own lives.

During the 1920s and 1930s, Bruce Barton was a household name in America - a hugely successful advertising man who revolutionized his industry by treating customers like people, not like sheep to be fleeced. He created some of the most memorable and long-lived advertising slogans and campaigns in history. He understood how to succeed in business and advertising, and he set down his principles for success in best-selling books that put his name on everyone's lips.

Our world is in a mess. The challenges of climate change, inequality, hunger and a global pandemic mean our way of life seems more imperilled and society more divided than ever; but economics can help! From parenting to organ donation, housing to anti-social behaviour, economics provides the tools we need to fix the biggest issues of today. Far from being a means to predict the stock market or enrich the elite, economics provides a lens through which we can better understand how things work.

An illuminating look at the way the thoughts we have and the decisions we make are influenced by forces that aren't always in our control Why are people named Kim, Kelly, and Ken more likely to donate to Hurricane Katrina victims than to Hurricane Rita victims? Are you really more likely to...

In Like, bestselling author and renowned strategist Martin Reeves and coauthor Bob Goodson—Silicon Valley veteran and participant in the invention of the like button—take listeners along on a fascinating quest to find out what's behind the world's friendliest icon. It's a story that starts out as simply as a thumbs-up cartoon but ends up presenting surprises and new mysteries at every turn, some of them as deep as anthropological history and others as speculative as the AI-charged future.

In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business. He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company.

We live in an age of addiction, from compulsive gaming and shopping to binge eating and opioid abuse. Sugar can be as habit-forming as cocaine, researchers tell us, and social media apps are hooking our kids. But what can we do to resist temptations that insidiously and deliberately rewire our brains? Nothing, David Courtwright says, unless we understand the history and character of the global enterprises that create and cater to our bad habits.

How much time have you spent reflecting on the fact that revenues are generated by actual customers—the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers' buying behavior as well as the health of your overall customer base.

Think about someone who loves Patagonia. Imagine the person who brought their Beyond Meat burgers to the BBQ. Who can only be found behind the wheel of a Porsche? People don't just buy brands. They use them to tell stories about who they are: stories about their passion for the outdoors, their concern for animal welfare, and their love for design. Stories about identity are the currency of the narrative economy—and the brands that design for the story-driven mind will thrive in it.

Despite what the old adage says, the customer is not always right. Even companies that can seemingly do no wrong-like the coffeehouse giant Starbucks-have only recently started to figure this out.

Elevate your client's experience and win more business. This is the first book to detail how professionals can acquire more clients and establish their lasting loyalty through the experience they provide. Many books are written on acquisition strategies, better customer service, or an elevated experience. But none gives the listener the step-by-step tactical strategies to make both acquisition and loyalty happen in concert like this book does.

Columbia Business School professor Sandra Matz reveals in fascinating detail how big data offers insights into the most intimate aspects of our psyches and how these insights empower an external influence over the choices we make. This can be creepy, manipulative, and downright harmful, with scandals like that of British consulting firm Cambridge Analytica being merely the tip of the iceberg. Yet big data also holds enormous potential to help us live healthier, happier lives.

Paco Underhill, the author of the hugely successful Why We Buy and Call of the Mall, reports on the growing importance of women in everybody’s marketplace - what makes a package, product, space, or service “female friendly”. Underhill offers a tour of the world’s marketplace - with shrewd observations and practical applications to help everybody adapt to the new realities.

Are we driving off a digital cliff and heading for disaster, unable to focus, maintain concentration, or form the human bonds that make life worth living? Are media and business doomed and about to be replaced by amateur hour? The world, as Nick Bilton—with tongue-in-cheek—shows, has been...

Inspired by the number one bestseller Good to Great, market intelligence expert Jared Schrieber has gone a step further to explore the factors that distinguish breakout brands from those that lag behind. He studied twenty-five thousand brands over five years by tracking the day-to-day purchasing decisions of more than one million consumers, analyzing the advertising that influenced them, and creating a practical guide for growing brands, no matter their industry or size.