How Customers Think
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How Customers Think
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Author : Gerald Zaltman
language : en
Publisher: Harvard Business Press
Release Date : 2003
How Customers Think written by Gerald Zaltman and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Despite the time and money spent on market research, 60% to 80% of new offerings fail.
Marketing Metaphoria
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Author : Gerald Zaltman
language : en
Publisher: Harvard Business Press
Release Date : 2008
Marketing Metaphoria written by Gerald Zaltman and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.
Experiential Marketing
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Author : Bernd H. Schmitt
language : en
Publisher: Simon and Schuster
Release Date : 2000-12-11
Experiential Marketing written by Bernd H. Schmitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-12-11 with Business & Economics categories.
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
All Customers Are Irrational
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Author : William J. CUSICK
language : en
Publisher: AMACOM
Release Date : 2009-07-15
All Customers Are Irrational written by William J. CUSICK and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-07-15 with Business & Economics categories.
As many businesses are discovering, customer behavior doesn’t always make sense. That really shouldn’t be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What’s more, customers aren’t able to tell you accurately why they do what they do. Combining recent research findings with real-world examples from his consulting practice on customer experience, William J. Cusick examines how the subconscious part of the brain drives the decisions and behavior of every customer on a daily basis and introduces the concept of "the irrational customer." All Customers Are Irrational shows why businesses must change their approach to attracting and retaining customers, and proposes ways they can alter their strategies on everything from customer research, product design and website development to call center management, employee recruitment, and retail store layouts, by focusing on what customers are actually doing instead of what they’re saying. Honest, direct and insightful, All Customers Are Irrational will help businesses tap into the impulses and motivations that both attract and retain consumers for the long haul.
When Customers Think We Don T Care
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Author : Richard W. Buchanan
language : en
Publisher: McGraw-Hill Companies
Release Date : 2002
When Customers Think We Don T Care written by Richard W. Buchanan and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
Not since the 'Four Ps' of E.J McCarthy have we seen such a breakthrough in marketing and customer service. Whether you're in business, a not-for-profit organisation or a government department, Richard Buchanan's latest edition ofThe Enemy Within, When Customers Think We Don't Care, presents a unique, post-modernist approach to delivering better customer service. Organisations never perish because of competitors, regulators or any other outsider. Organisations self-destruct because of their own actions drive business away. Often there is no reason for employees to want to deliver better customer service. The groundbreaking approach taken by this book is that great customer service will follow when employees can identify what is in it for them. When Customers Think We Don't Careredefines what you thought you knew about marketing. It outlines an easily implemented, step-by-step system that addresses all the key areas of an organisation's operations and it explains in practical terms how to improve then and end actions that self-destruct customer service, companies and jobs.
Think Like Your Customer A Winning Strategy To Maximize Sales By Understanding And Influencing How And Why Your Customers Buy
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Author : Bill Stinnett
language : en
Publisher: McGraw Hill Professional
Release Date : 2004-11-21
Think Like Your Customer A Winning Strategy To Maximize Sales By Understanding And Influencing How And Why Your Customers Buy written by Bill Stinnett and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-11-21 with Business & Economics categories.
How to capture customers by learning to think the way they do The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions. Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a winning strategy for influencing how and why the customer buys. In addition, you receive: Solid marketing insights delivered in a fun, breezy style by a top corporate consultant and seminar leader Expert tips on how to maximize the value and profitability of relationships with corporate clients and customers
Inspired
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Author : Marty Cagan
language : en
Publisher: John Wiley & Sons
Release Date : 2017-11-17
Inspired written by Marty Cagan and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-17 with Business & Economics categories.
How do today’s most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than the vast majority of tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business. With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations—dramatically improving their own product efforts. Whether you’re an early stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success. Filled with the author’s own personal stories—and profiles of some of today’s most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love. The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new—sharing the latest practices and techniques of today’s most-successful tech product companies, and the men and women behind every great product.
Simply Better
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Author : Patrick Barwise
language : en
Publisher: Harvard Business Press
Release Date : 2004
Simply Better written by Patrick Barwise and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
In this radically conservative book, the authors advocate a back-to-basics approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of basic customer needs The authors’ research shows that most companies have been ignoring the basics for too long. At the heart of the authors’ approach is a view of why customers buy what they do. Barwise and Meehan argue that marketers must understand what customers want from the entire product or service category. So rather than focus on new luxury attributes for a specific car —marketers need to understand what basic needs customers have for automobiles in general (ie: safety, handling, etc). Once they figure that out—they need to deliver on those basic needs better than everyone else.
The Secret Lives Of Customers
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Author : David S Duncan
language : en
Publisher: Hachette UK
Release Date : 2021-05-04
The Secret Lives Of Customers written by David S Duncan and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-04 with Business & Economics categories.
A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them? Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them. To crack the case, start thinking like a market detective. David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back. The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.” They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy. Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.
Customer Sense
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Author : Aradhna Krishna
language : en
Publisher: Springer
Release Date : 2013-05-06
Customer Sense written by Aradhna Krishna and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-06 with Business & Economics categories.
An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.