Consumer Behavior

Lee Eisenberg's The Number hit the New York Times best-seller list and became an instant classic with those wanting to learn more about retiring comfortably. Here he investigates the forces that compel Americans to shop till they drop. A timely exploration, Shoptimism takes a critical look at an often downplayed aspect of American economic prosperity.

This is the kind of book that you don’t read once; you read it forever.—Jay Baer, president of Convince and Convert and author of Hug Your Haters: How to Embrace Complaints and Keep Your Customers Social media has changed customer service forever. It has shifted power from brands to consumers, requiring a different way of thinking about customer engagement. Dan Gingiss has interviewed dozens of business leaders on his podcast, Focus on Customer Service. From those conversations and his own real-world experience at multiple Fortune 300 companies, Gingiss has developed a series of best ...

Marketing legend David Norton orchestrated the initiatives that made Harrah's/Caesars Entertainment one of the greatest marketing companies in the world. His approach of using data to identify opportunities for the business, developing the narrative to sell throughout the organization and partnering with various constituents to drive successful implementation operationally is unparalleled. In The High Roller Experience, he shares his secrets to creating an unbeatable marketing strategy.

En esta obra revolucionaria que ocupa desde hace años los primeros puestos en las listas de ventas de Estados Unidos, Gladwell, un auténtico gurú de los negocios, analiza la trayectoria de varios productos y tendencias de gran éxito hasta descubrir cómo y por qué se alcanza el punto de inflexión a partir del cual algo se convierte en un fenómeno de masas: el punto clave.

Social scientists have adopted the practices of more traditional scientists in the past few decades - using randomized trials to design policies aimed at improving educational levels, lowering crime rates, elevating employment rates, and improving living standards among the poor. Andrew Leigh and P.J. Ochlan bring the lives of these radical researchers to life as their experiments to overturn conventional wisdom lead to breakthroughs like finding the cure for scurvy and discovering what policies really improve literacy rates.

As Lawrence Ingrassia shows in this timely and eye-opening audiobook, a growing number of digital entrepreneurs have found new and creative ways to crack the code on the bonanza of physical goods that move through our lives every day. They have discovered that manufacturing, marketing, logistics, and customer service have all been flattened - where there were once walls that protected big brands like Gillette, Sealy, Victoria’s Secret, or Lenscrafters, savvy and hungry innovators now can compete on price, value, quality, speed, convenience, and service.

An introduction for everyone. Rather than a "how to" for hands-on techies, this book - now in its revised and updated edition - serves lay listeners and experts alike by covering new case studies and the latest state-of-the-art techniques. In this rich, fascinating, and surprisingly accessible introduction, leading expert Eric Siegel reveals how predictive analytics works and how it affects everyone every day.

Nova versão: revisada, rediagramada e atualizada. Descubra todo o poder do Copywriting e das Palavras que Vendem. Nessa obra, você descobrirá como aplicar na prática 32 "gatilhos" no seu negócio, indo muito além de uma simples comunicação de vendas. Nesse livro você descobrirá: A Coroa de Ferro dos Gatilhos Mentais (e os 4 gatilhos que realmente importam na sua comunicação). A Joia da Coroa (e o principal motivo que o impede de realizar mais vendas). 18 Gatilhos Emocionais (e como você ativa as principais emoções no seu cliente para que ele compre).

In Branding Is Sex, brand dominatrix Deb Gabor explains how proper brand positioning gets your customers in the mood. In just seven short and sweet chapters, Deb covers these juicy topics and more: how the most successful brands in the world get their customers laid; how to never fail the Bullshit Test; and who your brand should hop in the sack with (and it’s not who you think).

Corporations are broken, reflecting no purpose deeper than profit. But the tools we are relying on to fix them - corporate social responsibility, divestment, impact investing, and government control - risk making our problems worse. With lively storytelling and careful analysis, O’Leary and Valdmanis cut through the tired dogma of current economic thinking to reveal a hopeful truth: If we can make our corporations accountable to a deeper purpose, we can make capitalism both prosperous and good.

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.

After spotting Netflix and the deep-pocketed Amazon Prime Video a decade’s head start, rivals from the tech and start-up realm (Apple, Quibi) and traditional media (Disney, WarnerMedia, NBCUniversal) all decided to move mountains to enter the streaming game. At a cost of billions, each went after their own piece of the market, launching five new services in a seven-month span. And just as the derby was heating up, the coronavirus pandemic arrived, a black-swan event bringing short-term benefits but also stiff challenges.

Strategy consultant Robbie Kellman Baxter has been helping companies excel in this business environment for more than a decade. Now, in The Forever Transaction, she reveals all her secrets. Whatever industry you're in, Baxter provides the inspiration, tools, and insight you need to build and execute a business model that will leave your competition in the dust.

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.

Is your workplace riven by tribal conflict? Are your meetings governed by dozens of unspoken rituals? Is there something faintly religious about the way your colleagues worship the CEO? If so, then you might need a lesson in business anthropology. For a century, anthropologists have had an unusual method: immersing themselves deep inside 'alien' tribes and uncovering, from the inside, how they tick. Today, a new generation of anthropologists are using this approach to explain modern businesses - revealing the hidden rituals that define what we buy, who we sell to and how we work.

Chi era Elmer Wheeler e perché è così importante conoscere e seguire i suoi principi sulla vendita a così tanti anni di distanza? Perché Elmer Wheeler, classe 1904, oltre a essere considerato il più grande venditore al dettaglio di tutti i tempi, può vantare l'investitura di primo venditore "scientifico" della storia. Con il suo lavoro sul campo, infatti, Wheeler ha letteralmente traghettato il marketing e la vendita nell'epoca moderna, fondandolo su princìpi sicuri - verificati nel corso di decenni di esperienza diretta - e su modelli replicabili in ogni settore della comunicazione e della vendita di un prodotto o servizio.

Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, furniture, and even nature itself. If you're like most people, at some point in your life you've found yourself indulging in a love affair with some thing that brings you immense joy, comfort, or fulfillment. Why is it that we so often feel intense passion for objects? What does this tendency tell us about ourselves and our society? Dr. Aaron Ahuvia presents astonishing discoveries that prove we are far less “rational” than we think when it comes to our possessions and hobbies.

Forget everything you've been taught about selling: forget the hard sell, forget negotiation strategies, forget those closing techniques. In The Inner Game of Selling, Ron Willingham debunks the familiar myths about "sales skills", showing that those tired methods are too shallow and manipulative to do anything but alienate potential customers and drain you of energy and dignity.

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.

Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this audiobook provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Listeners will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution.