Consumer Behavior

The Mobile Wave argues that the changes brought by mobile computing are so big and widespread that it’s impossible for us to see it all, even though we are all immersed in it. Saylor explains that the current generation of mobile smart phones and tablet computers has set the stage to become the universal computing platform for the world. In the hands of billions of people and accessible anywhere and anytime, mobile computers are poised to become an appendage of the human being and an essential tool for modern life.

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.

In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applications - not just for people in business but also for social activists, government leaders, non-profit managers, and other would-be innovators. To succeed in their various missions, all these groups need to master such ground-breaking concepts as the hassle map (and the secrets of fixing it); the curse of the incomplete product (and how to avoid it); why “very good” does not equal “magnetic”....

While modern medicine produces miracles, it also delivers care that is too often unsafe, unreliable, unsatisfying, and impossibly expensive. For the past few decades, technology has been touted as the cure for all of healthcare's ills. But medicine stubbornly resisted computerization - until now. Over the past five years, thanks largely to billions of dollars in federal incentives, health care has finally gone digital.

Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success.

Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.

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.

This is the kind of book that you don’t read once; you read it forever.—Jay Baer, president of Convince and Convert and author of Hug Your Haters: How to Embrace Complaints and Keep Your Customers Social media has changed customer service forever. It has shifted power from brands to consumers, requiring a different way of thinking about customer engagement. Dan Gingiss has interviewed dozens of business leaders on his podcast, Focus on Customer Service. From those conversations and his own real-world experience at multiple Fortune 300 companies, Gingiss has developed a series of best ...

Sales have dropped precipitously. The board is meeting next week. Bob, founder and long-time CEO, is urged by his team to hire an expensive management consulting firm and drastically cut costs as a last ditch effort to improve the company’s bottom line.

Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next big thing. Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers' homes, carefully observing every detail in order to uncover their hidden desires and, ultimately, the clues to a multimillion-dollar product.

We live in an age of extreme corporate concentration, in which global industries are controlled by just a few giant firms - big banks, big pharma, and big tech, just to name a few. But concern over what Louis Brandeis called the "curse of bigness" can no longer remain the province of specialist lawyers and economists, for it has spilled over into policy and politics, even threatening democracy itself.

Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions.

Un cliente totalmente cambiante y en un entorno caracterizado por el exceso de oferta ha hecho mucho más complejas la estrategia de acercamiento a él y la venta. Una de las claves es hablar al cerebro del consumidor y añadir valor en cada interacción.

Matthew Dixon and Brent Adamson share the secret to sales success: don't just build relationships with customers. Challenge them! What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships - and you'd be wrong. Matthew Dixon, Brent Adamson and their colleagues at CEB have studied the performance of thousands of sales reps worldwide. Their conclusion? The best salespeople don't just build relationships with customers. They challenge them.

From the bestselling author of Buyology comes a shocking insider’s look at how today’s global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy. Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars.

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.

Designers and managers hope their products become essential for users-integrated into their lives like Instagram, Lyft, and others have become. Such deep integration isn't accidental: it's a process of careful design and iterative learning, especially for technology companies. This guide shows you how to apply behavioral science—research that supports many products—to help your users achieve their goals using your product.

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.

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.

Meticulously researched, and filled with examples of accountants and accounting firms that have accelerated their business enormously by embracing the principle of Youtility marketing, this special audiobook from best-selling authors Jay Baer and Darren Root provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.