Habit by Neale Martin
80% of new products fail. Billions of advertising pounds 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 behaviour. 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. 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.
Dr. Neale Martin is an expert in consumer behaviour, customer satisfaction, and bridging the gap between new technologies and markets. As a consultant and executive educator, he has spent the last decade helping communications and networking companies (Sprint, Nextel, Cisco, Nortel, TI, Motorola) launch some of the past century's most innovative products and services. Martin speaks on topics ranging from creating new markets to customer service. It is his eclectic background in psychology, journalism, and dog training that gave him the critical insights needed to connect recent research in neurobiology and cognitive psychology to today's greatest marketing challenges.
| SKU | Unavailable |
| ISBN 13 | 9780273721888 |
| ISBN 10 | 0273721887 |
| Title | Habit |
| Author | Neale Martin |
| Series | Financial Times Series |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Pearson Education Limited |
| Year published | 2008-11-06 |
| Number of pages | 216 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |