Consumer Marketing

For the next 20 years, roughly 10,000 citizens will hit medicare eligibility each and every day. Understanding their attitudes, interests, spending patterns, buying preferences and the emerging opportunities for profiting by targeted development and marketing of products and services to them is vital to the forward thinking entrepreneur and marketing executive.

The Divided Brain introduces a powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems—the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the tension between these two mental gears.

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...

Ponzinomics by Robert L. FitzPatrick, author of False Profits, is the first comprehensive account of how "multi-level marketing" was created in America, escaped criminal and civil prosecution, and spread all over the world. It is the first book to fully explain how the legitimate business of "direct selling" was turned into pyramid recruiting. Ponzinomics reveals how multi-level marketing helped to lay a foundation on Main Street of pervasive deception, financial self-destruction, authoritarian leader-worship, and economic make-believe.

In this endlessly fascinating book, New Yorker columnist James Surowiecki explores a deceptively simple idea that has profound implications: large groups of people are smarter than an elite few, no matter how brilliant. Groups are better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.

The Mobile Wave argues that the changes brought by mobile computing are so big and widespread that it’s impossible for us to see it all, even though we are all immersed in it. Saylor explains that the current generation of mobile smart phones and tablet computers has set the stage to become the universal computing platform for the world. In the hands of billions of people and accessible anywhere and anytime, mobile computers are poised to become an appendage of the human being and an essential tool for modern life.

Competition is tougher than ever these days and competing on price or product just doesn’t work as well anymore. So how can companies stand out in a crowded marketplace that is constantly evolving? The answer is customer experience, and the best part about customer experience is that it's delivered by human beings who are unique to a company. The Experience Maker helps managers and executives focus on customers who are already spending money with their company rather than spending more money on marketing new customers.

Psychologists and neuroscientists struggle with how best to interpret human motivation and decision making. The assumption is that below a mental "surface" of conscious awareness lies a deep and complex set of inner beliefs, values, and desires that govern our thoughts, ideas, and actions, and that to know this depth is to know ourselves. In this profoundly original book, behavioral scientist Nick Chater contends just the opposite: Rather than being the plaything of unconscious currents, the brain generates behaviors in the moment based entirely on our past experiences.

For centuries, economics was dominated by the idea that we are rational individuals who optimize our own “utility”. Then, in the 1970s, psychologists demonstrated that the reality is a lot messier. We don’t really know what our utility is, and we care about people other than ourselves. We are susceptible to external nudges. And far from being perfectly rational, we are prone to “cognitive biases” with complex effects on decision-making, such as forgetting to prepare for retirement.

In the old days, when we made physical products, setting project goals wasn’t that hard. But in today’s service - and software-driven world, “done” is less obvious. When is Amazon done? When is Google done? Or Facebook? In reality, services powered by digital systems are never done. So then how do we give teams a goal that they can work on? Mostly, we simply ask teams to build features - but features are the wrong way to go. We often build features that create no value. Instead, we need to give teams an outcome to achieve.

Designers and managers hope their products become essential for users-integrated into their lives like Instagram, Lyft, and others have become. Such deep integration isn't accidental: it's a process of careful design and iterative learning, especially for technology companies. This guide shows you how to apply behavioral science—research that supports many products—to help your users achieve their goals using your product.

Intriguing and entertaining, The $12 Million Stuffed Shark is a Freakonomics approach to the economics and psychology of the contemporary art world. Why were record prices achieved at auction for works by 131 contemporary artists in 2006 alone, with astonishing new heights reached in 2007? Don Thompson explores the money, lust, and self-aggrandizement of the art world in an attempt to determine what makes a particular work valuable while others are ignored.

If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving nearly 80 percent of consumer household spending in the United States alone. They hold the purse strings, and when they've got a tight grip on them as they do now, companies must be shrewder than ever to win them over.

Digital technology has profoundly altered the competitive landscape for retailers. Although the shutdown of 2020 didn’t cause this trend, it has dramatically accelerated it, collapsing retailers’ transformation timeline into a matter of months, not years. In Remarkable Retail, industry thought leader Steve Dennis argues that it’s no longer enough merely to offer convenience, decent prices, or an okay shopping experience. Even very good is no longer good enough. To win and keep customers today, retailers must be nothing short of remarkable.

Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions.

Spread through the public in the form of popular stories, ideas can go viral and move markets - whether it's the belief that tech stocks can only go up or that housing prices never fall. Whether true or false, stories like these - transmitted by word of mouth, by the news media, and increasingly by social media - drive the economy by driving our decisions about how and where to invest, how much to spend and save, and more. But despite the obvious importance of such stories, most economists have paid little attention to them. Narrative Economics sets out to change that.

If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviors.

They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about key word-stuffing and link-building; in fact, using those tactics today gets your webpage shuffled to the bottom of the heap.

Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. Among the long-held assumptions and myths Buyology confronts: Sex doesn’t sell - people in skimpy clothing and provocative poses...

Ça y est. C'est le temps de vous mettre en valeur. Que vous soyez devant un client potentiel, un futur employeur ou une nouvelle flamme, l'instant de vérité approche. En quelques minutes, on se sera fait une idée de vous et votre sort sera scellé. Ce livre vous présente ce qui se passe dans la tête de la personne que vous tenterez de persuader. Vous y trouverez tour à tour comment vous préparer à la rencontre, comment y exceller et comment maintenir la qualité de la relation par la suite.