Consumer Research

An introduction for everyone. Rather than a "how to" for hands-on techies, this book - now in its revised and updated edition - serves lay listeners and experts alike by covering new case studies and the latest state-of-the-art techniques. In this rich, fascinating, and surprisingly accessible introduction, leading expert Eric Siegel reveals how predictive analytics works and how it affects everyone every day.

O sucesso financeiro tem menos a ver com a sua inteligência e muito mais a ver com o seu comportamento. E a forma como alguém se comporta é uma coisa difícil de se ensinar, mesmo para pessoas bastante inteligentes. A maneira como lidamos com o dinheiro — finanças pessoais, investimentos, decisões de negócios — costuma ser explicada como um campo puramente matemático, no qual dados e fórmulas nos dizem o que fazer. A verdade, porém, é que grandes decisões monetárias não são tomadas diante de uma planilha, mas durante jantares com a família e reuniões com os colegas de trabalho.

Joe Girard, "le plus grand vendeur du monde", partage le système de vente qui a fait de lui un succès reconnu dans son domaine. "On ne naît pas vendeur, on le devient. Si je l'ai fait, vous pouvez le faire." Joe Girard.

In Marketing 6.0, the celebrated promoter of the "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.

Wayne McCulloch has more than 25 years of experience in the software industry — years spent in training, adoption, and customer experience, the building blocks for customer success. Now he’s sharing what he knows as a chief customer officer leading global success functions. In The Seven Pillars of Customer Success, Wayne provides an adaptable framework for building a strong customer success organization.

What Retirees Want presents the culmination of 30 years of research by world-famous "Age Wave" expert Ken Dychtwald, PhD, and author and consultant Robert Morison. This entertaining, thought-provoking, and wide-ranging book explains how individuals, businesses, nonprofits, and governments can best prepare for a new era - where the needs and demands of the "Third Age" will set the lifestyle, health, social, marketplace, and political priorities of generations to come.

In this endlessly fascinating book, New Yorker columnist James Surowiecki explores a deceptively simple idea that has profound implications: large groups of people are smarter than an elite few, no matter how brilliant. Groups are better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.

In this groundbreaking audiobook, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence - or "the other AI", as Brown refers to it.

Few management ideas have spread so far and so wide as the Net Promoter System (NPS). Created by author and loyalty guru Fred Reichheld, companies across the spectrum have adopted it - from industrial giants such as Mercedes-Benz and Cummins Engine to Silicon Valley sweethearts such as Apple and Google to digital innovators like Warby Parker and Peloton.

Our world is being transformed by the Internet and the near limitless choice that it provides to consumers; tomorrow's markets belong to those who can take advantage of this. The Long Tail is really about the economics of abundance, an entirely new model for business that is just starting to show its power as unlimited selection reveals new truths about what consumers want and how they want to get it.

For the last 10 years, psychologist Sam Gosling has been studying how people project (and protect) their inner selves. By exploring our private worlds (desks, bedrooms, even our clothes and our cars), he shows not only how we showcase our personalities in unexpected - and unplanned - ways, but also how we create personality in the first place, communicate it to others, and interpret the world around us.

Onboarding is the most important part of the customer journey, yet many B2B companies fail to act proactively at the start of the relationship. Instead, customer success teams are stuck making heroic efforts to save accounts and fighting fires when customers inevitably run into problems or get stuck. In Onboarding Matters, Donna Weber shares the Orchestrated Onboarding™ framework that she implements with leading B2B companies to turn onboarding from a missed opportunity into a competitive advantage.

Radical uncertainty changes the way we should think about decision-making. For over half a century economics has assumed that people behave rationally by optimizing among well-defined choices. Behavioral economics questioned how far people are rational, pointing to the cognitive biases that seem to describe actual behavior.

Ponzinomics by Robert L. FitzPatrick, author of False Profits, is the first comprehensive account of how "multi-level marketing" was created in America, escaped criminal and civil prosecution, and spread all over the world. It is the first book to fully explain how the legitimate business of "direct selling" was turned into pyramid recruiting. Ponzinomics reveals how multi-level marketing helped to lay a foundation on Main Street of pervasive deception, financial self-destruction, authoritarian leader-worship, and economic make-believe.

Winning today isn't about beating the competition at the old game. It's about inventing a whole new game - defining a new market category, developing it, and dominating it over time. You can't build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you're going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of "category kings".

Strategy consultant Robbie Kellman Baxter has been helping companies excel in this business environment for more than a decade. Now, in The Forever Transaction, she reveals all her secrets. Whatever industry you're in, Baxter provides the inspiration, tools, and insight you need to build and execute a business model that will leave your competition in the dust.

La persuasión es una habilidad imprescindible en cualquier actividad profesional a todos los niveles en organizaciones y empresas. Pero, ¿cuáles son las mejores técnicas de persuasión?, ¿qué elementos de la comunicación permiten conquistar al público?, ¿cuáles son los momentos fundamentales en una argumentación? y ¿qué diferencia a un comunicador eficaz de un auténtico persuasor? Con el rigor científico y la capacidad de divulgación que le caracterizan, Robert Cialdini explica en este libro cómo capitalizar el tiempo previo a la transmisión de un mensaje importante.

If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving nearly 80 percent of consumer household spending in the United States alone. They hold the purse strings, and when they've got a tight grip on them as they do now, companies must be shrewder than ever to win them over.

Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behavior is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns, and his own original research.

We live in an age of addiction, from compulsive gaming and shopping to binge eating and opioid abuse. Sugar can be as habit-forming as cocaine, researchers tell us, and social media apps are hooking our kids. But what can we do to resist temptations that insidiously and deliberately rewire our brains? Nothing, David Courtwright says, unless we understand the history and character of the global enterprises that create and cater to our bad habits.