Consumer Marketing

Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you're not around? Without defining experiences, brands will become victim to whatever people feel and share. In an always-on world where everyone is connected to information and also one another, customer experience is your brand.

Since founding Fixup, a pop-up repair shop, Sandra Goldmark has become a leader in the movement to demand better "stuff". She doesn't just want to help us clear clutter - she aims to move us away from throwaway culture, to teach us to reuse and repurpose more thoughtfully, and to urge companies to produce better stuff. Although her goal is ambitious, the solution to getting there is surprisingly simple and involves all of us: have good stuff, not too much, mostly reclaimed, care for it, and pass it on.

We evolved for a particular environment, but our rapid social advances and mushrooming populations have created a bewildering new world. On the timescale of this dizzying change, evolution has effectively stopped, and we must rely on what has gotten us this far. By retracing the path that our distant ancestors took to get here, we can understand the stunning abilities and glaring weaknesses which we have inherited.

Disruption - the brutal roiling of markets, the decline of long-established brands and products, and the rise of new upstarts - drives business failure and success. Most people think technology causes disruption, but technology merely enables it. Changing customer needs cause disruptions, and too many businesses get caught unaware. Suman Sarkar offers proven strategies that will enable any business to stay radically close to its customers and address their evolving needs.

A leading behavioral economist shows how businesses can improve consumer thinking and decision-making on screens. The typical American office worker now spends the majority of his or her waking hours staring at a screen. In the 21st century, every business is a digital business, which is why it's so critical to understand how we think and behave online. Acclaimed behavioral economist Shlomo Benartzi reveals a toolkit of interventions for the digital age. Using provocative case-studies and engaging exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens.

Anyone can go online and buy a pair of pants - but the likelihood that we would do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes play a large role in the decision-making process when it comes to buying online. Location Is (Still) Everything is for anyone who wants to understand the patterns underlying how and why we use the Internet to shop, sell, and search, including entrepreneurs, students, and investors.

In Click, Bill Tancer takes us into the massive database of online intelligence to reveal the naked truth about how we use the Web, navigate to sites, and search for information - and what all of that says about who we are.

How much information is too much? Do we need to know how many calories are in the giant vat of popcorn that we bought at the movie theater? Do we want to know if we are genetically predisposed to a certain disease? Can we do anything useful with next week's weather forecast for Paris if we are not in Paris? In Too Much Information, Cass Sunstein examines the effects of information on our lives. Policymakers emphasize "the right to know", but Sunstein takes a different perspective, arguing that the focus should be on human well-being and what information contributes to it.

This book is for anyone interested in marketing. Whether you're a beginning business school student or an experienced executive, it provides a practical approach for creating your marketing strategy and growing your business in an ever-changing environment. In this marketing fable, the authors outline six easy steps to build a powerful online presence. It's written in story format, so it's easy to listen to and keeps you engaged. The authors also provide a summary of the key lessons and helpful templates that you can use to hit a bullseye with your own products, consumers, and campaigns.

As the American healthcare system sorts out the ramifications of healthcare reform, patients have quietly reinvented the healthcare decision-making process, refining their own roles and changing their expectations of the people and organizations they turn to for care. To attract and engage these empowered, self-directed patients, healthcare marketers will need to overcome their addiction to outdated strategies and tactics, and to make significant behavioral changes in the way they go to market.

"The Mobile Marketing Playbook" is an accessible guide that is suitable for marketers at all levels of experience. It covers both the basics of mobile marketing as well as more advanced strategies for optimizing campaigns and achieving results. Whether you're just starting with mobile marketing or looking to take your campaigns to the next level, this audiobook is an essential resource for success.

In The Unintended Consequences of Technology: Solutions, Breakthroughs and the Restart We Need, accomplished tech entrepreneur Chris Ategeka delivers an insightful and eye-opening exploration of the challenges and the opportunities at the intersection of technology, society, and our planet.

The Guiding Purpose Strategy is a stimulating deep dive into the transformational power of purpose. Looking through the lens of contemporary brand management, The Guiding Purpose Strategy provokes fresh thinking, illustrates through case studies, and offers a hands-on framework to start your very own path toward finding your inner why.

Flutter Entertainment, the parent company of Paddy Power, is the largest gambling business in the world. The evidence of that success is visible everywhere, from shop fronts and bus shelters to sporting arenas and smartphone screens. The company’s rise to this point has been rapid, but like any gambler worth their salt, Paddy Power has always succeeded in finding an edge.

Von den einen geliebt, von den anderen gehasst - doch wie schafft man es, so erfolgreich wie Amazon zu sein? Kindle, Prime, Alexa - Amazon hat die Wirtschaftswelt wie kein zweites Unternehmen verändert. Wie ist es dem Netzgiganten gelungen, sich derart auf die Bedürfnisse seiner Kunden einzustellen, um alle anderen Konkurrenten zu überholen? Welche wesentlichen Bausteine der Unternehmenskultur führten zu diesem Erfolg, und was sind die 14 Leadership-Prinzipien von Amazon?

You've heard of the burgeoning consumer markets in China and India that are driving the world economy. But do you know enough about these new consumers to convert them into customers? In The $10 Trillion Prize, bestselling author Michael J. Silverstein and The Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle class, primed to transform the global marketplace.

No one in America has done more observing of more people than Dr. Frank I. Luntz. From Bill O'Reilly to Bill Maher, America's leading pundits, prognosticators, and CEOs turn to Luntz to explain the present and to predict the future. With all the upheavals of recent events, the plans and priorities of the American people have undergone a seismic shift.

Could you lose weight if you put $20,000 at risk? Would you finally set up your billing software if it meant that your favorite charity would earn a new contribution? If you’ve ever tried to meet a goal and came up short, the problem may not have been that the goal was too difficult or that you lacked the discipline to succeed. From giving up cigarettes to increasing your productivity at work, you may simply have neglected to give yourself the proper incentives.

Taking behavioral economics from the cocktail party to the boardroom, with dramatic results Books like Predictably Irrational and Nudge have brought behavioral economics into the mainstream. But while we all marvel at how different-and weird-real people behave compared to the "rational actors" of traditional economics, in the end we go back to business as usual.

What if your customers had a vested interest in guiding your company toward greater success? What if your employees had a personal as well as professional commitment to elevating your organization? Imagine how different your results would be if investors, vendors, and even analysts treasured the relationships they have built with you. Most important...is your company capable of setting aside a bit of its own self-interest to become part of dramatically more rewarding collaborative effort?