Habit by Neale Martin
80% of new products fail. Billions of advertising dollars 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 behavior. 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. Martin explains how customer behavior actually changes the mind's neural connections and how companies can leverage this fact by refocusing on behavior, not on attitudes and beliefs. He offers a complete process for working with customers' unconscious and conscious minds together, to become your customer's habit, not just their choice. You'll even learn how to revamp organizational structures that undermine the promotion of customer habits. 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.
Neale Martin is the founder and CEO of Ntelec, Inc., a marketing, consulting, and education company. He has helped companies adjust their strategic marketing in the face of rapid technological change since 1995. For the past several years, he has worked on updating the principles of marketing in light of research from cognitive psychology and neuroscience that suggests that most of human behavior is under the sway of unconscious habits. Neale developed early insights into the power of habits as a counselor and program director for alcohol and drug addiction programs. After spending a year as a hospital administrator in Texas, he returned to school to earn his Ph.D. in marketing from the College of Management, Georgia Institute of Technology. Neale’s insatiable curiosity across diverse subjects illuminates his work as he connects ideas and insights from science, technology, psychology, history, philosophy, and dog training. He lives in Marietta, Georgia, with his wife, Diana, his daughter, Miranda, and three border collies.
| SKU | Nicht verfügbar |
| ISBN 13 | 9780137070114 |
| ISBN 10 | 013707011X |
| Titel | Habit |
| Autor | Neale Martin |
| Buchzustand | Nicht verfügbar |
| Bindungsart | Paperback |
| Verlag | Pearson Education (US) |
| Erscheinungsjahr | 2010-05-14 |
| Seitenanzahl | 208 |
| Hinweis auf dem Einband | Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden. |
| Hinweis | Nicht verfügbar |