Consumer Marketing

Great marketing strategy looks like magic to the uninitiated. The mystical aura surrounding behavioral economics draws in the intellectually curious but has also confined the discipline to the fringes of modern marketing practices. Unpacking the drivers of human behavior is critical to connecting with consumers, but insights from psychology, neuroscience, and other fields are hidden away in arcane academic publications and books that aren't designed for practitioners.

The intensification of marketing in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little-understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism. Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence.

One man's mistake is another man's lesson. Don't let Scott Miller's success story fool you. He has made and learned from many mistakes in his career. Marketing Mess to Brand Success shares a career's worth of horrifying mistakes, missteps, and lessons learned. Whether you're starting a new company, a brand manager figuring out the best brand strategy or brand positioning for a niche market, or trying to land your first job as a marketing manager or brand manager, this book is designed to prepare you for many of the inevitable challenges that you will encounter.

Among today’s most successful businesses are those that have significantly transformed our daily routines. This focus on the consumer experience, not solely on product, has enabled them to drive remarkable growth and customer loyalty and, in many cases, to create totally new marketplace categories. Seeing the How invites you to reimagine your brand, company, or idea through the lens of consumer experience. It gives today’s disruptors a path to offering consumers a new and better way to do what they do, clearly demonstrating how to see opportunities, and how to seize them to great advantage.

Customers today expect the brands they deal with to deliver an increasingly outstanding and seamless digital experience. Those that do are thriving. Those that don't are becoming increasingly irrelevant. Tiersky lays out a simple but detailed five-step methodology that any company can follow to align their teams around a vision for the customer experience that will maximize their competitiveness in the market, identify the quick wins that will help them out of the gate, and ultimately drive the transformation needed to bring their company into alignment with today's digital world.

Decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with games. Perfect for marketing strategists, brand managers, and chief marketing officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

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.

Learn how frictionless organizations cut costs, grow revenue, and create loyal fans by creating products and services that work so well, their customers never have to contact them for the wrong reasons. This audiobook will help any customer-facing organization deliver better customer experiences, save money, and increase revenue. Veteran customer service experts Bill Price and David Jaffe, coauthors of the best seller The Best Service Is No Service, explain how organizations can design products, sales, and support so that customer effort is reduced or, better still, removed.

For many companies, large and small, customer data is a noisy mess. There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. But the biggest problem is not the technical data silos but the human ones. In The Age of Customer Equity, marketing expert with a passion for analytics Allison Hartsoe helps you cut through the noise and gives you the tools you need to humanize your customer data to connect to the right customers at the right time.

Killing Wealth, Freeing Wealth is a book about a nation that has divided into two camps with two very different scripts for our American future - and neither script works. It's about a system that rewards cleverness and lies and mocks our traditional work ethic - setting up a terrible fall. Killing Wealth, Freeing Wealth probes Bush's reckless torching and Obama's controlled burn of the great American entrepreneurial dream - then offers a plan that's flame-retardant.

The Review Cycle is a disruptive new consumer behavior model developed by social innovator, Matt R. Vance. This four-phase model illustrates the cyclical consumer decision-making process, informed by online reviews. Such decisions include everything from what we buy and where we eat to what doctor we use and where we apply for jobs.

Der Longseller zum Thema Relevanz – von einem der bekanntesten Kommunikationstrainer Deutschlands. Was ist Relevanz? Wie wird Relevanz gesellschaftlich konstruiert? Wie extrahiere ich, was für mich persönlich relevant ist? Wie finde ich meine eigene Relevanz? Und vor allem: Wie formuliere ich meine eigenen Botschaften so, dass sie für andere relevant werden? Das sind die zentralen Fragen, denen sich René Borbonus in diesem Buch widmet. Relevanz ist eine Grundvoraussetzung für Aufmerksamkeit.

Z世代を中心に、コスパならぬ「タイパ」(時間対効果)の追求が当たり前となった。

Vous traitez au quotidien avec des clients? Vous savez que leurs attentes sont élevées et que leur patience est limitée.Pour offrir le service hors pair qui les séduira, découvrez notamment, les 11 éléments qui font dire "wow!" aux clients, les 12 irritants qui les font fuir, comment dire non ou annoncer une mauvaise nouvelle sans attiser la frustration, comment accueillir un client furieux et désamorcer sa colère, comment rendre plus satisfaisantes les communications téléphoniques pour vos interlocuteurs.

It takes a special kind of magic for a challenger brand to achieve seemingly impossible customer-centric results. It’s that magic that makes Australian telecommunications company Macquarie Technology world leaders in award-winning customer experience. Joseph A. Michelli—the bestselling author of books about brands renowned for their stellar service and outstanding growth, such as The Ritz-Carlton, Mercedes-Benz, and Starbucks—was so impressed by Macquarie’s ability to deliver transformative customer experiences that he felt compelled to share this book.

Innovation requires solving big problems from a new perspective, but many struggle to successfully innovate in their work or personal life when faced with a problem that requires innovative thinking. Author and researcher April Bell has zeroed in on the power of empathy and the ability to embrace risk when solving big problems in the unknown. In her book, The Fire Starter: Igniting Innovation with Empathy, Bell combines engaging personal stories with research to provide listeners with a simple framework helping them connect to greater human truths to solve big problems.

In Shift: Transform Motion into Progress in Business, chief strategy and marketing officers at Merkle and Dentsu offer business leaders a practical and coherent approach to creating the consistently exceptional customer experience that would set their business apart from the competition. The authors link three key themes—a clear vision with clear performance indicators, an aligned team, and a deep understanding of the marketplace—and outline their importance in the quest for the ideal client experience.

In Spend Shift, John Gerzema, world-renowned expert on consumer values, and Pulitzer prize-winning author Michael D'Antonio document the rise of a vibrant, values-driven post-recession economy. To tell the story of this movement, the authors travel to large cities and small towns across eight bellwether states, to examine the value shifts sweeping the nation.

Nudge - so heißt die Formel, mit der man andere dazu bewegt, die richtigen Entscheidungen zu treffen. Denn Menschen verhalten sich von Natur aus nicht rational. Nur mit einer Portion List können sie dazu gebracht werden, vernünftig zu handeln. Aber wie schafft man das, ohne sie zu bevormunden? Wie erreicht man zum Beispiel, dass sie sich um ihre Altervorsorge kümmern, umweltbewusst leben oder sich gesund ernähren? Darauf gibt Nudge die Antwort. Das Konzept hat bereits viele Entscheidungsträger überzeugt, darunter US-Präsident Barack Obama.

Revealing the Invisible provides a front-row seat to the mind-blowing future, where businesses of the 21st century can read consumers’ minds and make informed decisions based on their behaviors and tendencies. The world is at the precipice of a disruptive new era in which the ability to track every behavior will predict our individual and collective futures. Using artificial intelligence to analyze trillions of once-invisible data (behaviors) across vast digital ecosystems, companies and governments now have unimagined insight into our every behavior.