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Habit: The 95% of Behaviour Marketers Ignore (Financial Times Series) Paperback – 6 Nov 2008


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Product details

  • Paperback: 216 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (6 Nov. 2008)
  • Language: Unknown
  • ISBN-10: 0273721887
  • ISBN-13: 978-0273721888
  • Product Dimensions: 13.7 x 2 x 21.6 cm
  • Average Customer Review: 1.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,002,884 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Back Cover

“Neale provides some of the most comprehensive insights into marketing I have ever read. His understanding of today’s market complexity is simply brilliant.”

Derek Broes, Sr. Vice President, Paramount

 

“At last someone has approached marketing with the clarity and precision of a brain surgeon.”

George Ford, Marketing Director, Petrafoods

 

Habit is an essential read for all marketers, managers and executives.”

Jagdish N. Sheth, Ph.D, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

 

Habit reveals why traditional approaches to acquiring and keeping customers don’t work anymore.”

S. Somasegar, Microsoft Senior Vice President, Developer Division

 

Traditional marketing gets it all wrong.  It assumes that customers know why they buy, when in fact it's the unconscious mind that controls 95% of people’s behaviour. Customers usually buy through habit, not through rational choice. Our brain has evolved two minds – and marketing is focused on the wrong one! Habit shows you how to appeal to your customers’ unconscious minds and make your products and services their automatic, ingrained habit.

 

HOW TO GET INTO THE HABIT OF MARKETING THAT ACTUALLY WORKS

About the Author

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.


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Most Helpful Customer Reviews

By Sarah on 1 Jan. 2015
Format: Paperback
I found this book very difficult to read. I thought it would be clear and precise because it is related to Financial Times publications.
I tried to persevere with it hoping to get the information needed but the author seemed to be obsessed with giving examples of purchasing behavior related to technical gadgets and over complicating the matter - not appealing and not easy to get your head round if you're not interested in that kind of thing - It would have been preferable if he'd have just given examples of selling apples or pears we can all understand easily.
There are some references to scientific experiments which have been carried out on which parts of the brain respond to what but as this is not a scientific paper it was difficult to understand - not all the information was there - just mentions to people who have DPhils to make it sound credible.
All in all there are a few sort of useful sentences in the book but not really worth the time of reading it - it doesn't flow very nicely and doesn't say very much at all really.
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