Consumer Behavior

Why is it that some things explode online, while others linger in anonymity for years? Why do some things hook our attention, while others flop? Is there a pattern behind how social media captivates us? Viral fame is not just a coincidence. There is an easy-to-learn strategy behind it. Whether your dream is YouTube stardom, or just creating opportunity with a personal brand, The Art of Going Viral is your blueprint for digital success. Stand out, get noticed, and captivate online.

Persuasion: The Complete Step by Step Guide on Persuasion, Mind Control and NLP is a simple, step-by-step guidebook that enables you to access your natural power of persuasive abilities. You possess a natural talent within you that allows you to guide others in your preferred direction and achieve your desired results. You have the power to attain anything you want in life, and to personally design the exact life you thought you would only lead in your dreams.

Demographics not only define who we are, where we live, and how our numbers change. For those who can read beyond the raw figures, they open up hidden business opportunities that lie ahead. What will happen when retiring Boomers free up jobs? How will Generation Y alter supermarkets? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population declines? Upside puts this powerful yet little-understood science to work finding answers.

Slow Down, Sell Faster! does this by introducing a simple yet powerful method for buyer-focused selling that is practical, repeatable, and easily customizable. This buyer-focused approach extends to proposals and presentations, loyalty and retention, and, of course, cultivating more business. Each step in the book corresponds to a role you should adopt to meet customers’ needs at each stage of the buying process. Increasing sales is not just about learning more sales techniques; it’s about understanding the buying process - from your customer’s point of view.

Milton Friedman is one of the most famous economists in history. His writings and theories on everything from capitalism and freedom to deregulation and welfare have inspired movements, influenced government policies, and changed the course of America’s economic history. Now, acclaimed Friedman biographer Lanny Ebenstein brings together 20 of Friedman’s greatest essays in The Indispensable Milton Friedman: Essays on Politics and Economics.

It takes a special kind of magic for a challenger brand to achieve seemingly impossible customer-centric results. It’s that magic that makes Australian telecommunications company Macquarie Technology world leaders in award-winning customer experience. Joseph A. Michelli—the bestselling author of books about brands renowned for their stellar service and outstanding growth, such as The Ritz-Carlton, Mercedes-Benz, and Starbucks—was so impressed by Macquarie’s ability to deliver transformative customer experiences that he felt compelled to share this book.

In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion).

Best-selling authors and business experts Thomas A. Stewart and Patricia O'Connell contend that most companies, both digital and brick-and-mortar, B2B or B2C, are not designed for service - to provide an experience that matches a customer's expectations with every interaction and serves the company's needs. When customers have more choices than ever before, study after study reveals that it's the experience that makes the difference.

In December 2009, Google began customizing its search results for each user. Instead of giving you the most broadly popular result, Google now tries to predict what you are most likely to click on. According to MoveOn.org board president Eli Pariser, Google's change in policy is symptomatic of the most significant shift to take place on the Web in recent years: the rise of personalization.

Why do we do the things we do? The classical view of economics is that we are rational individuals, making decisions with the intention of maximizing our preferences. Behaviorists, on the other hand, see us as relying on mental shortcuts and conforming to preexisting biases. Richard Robb argues that neither explanation accounts for those things that we do for their own sake, and without understanding these sorts of actions, our picture of decision‑making is at best incomplete.

If today’s brands want to succeed, they have to be in the conversation, and influencers make that happen. The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective and sustainable influencer marketing plan.

Founder of the phenomenon social media account PreachersNSneakers tackles how faith, capitalism, consumerism, and (wannabe) celebrity have collided and asks both believers and nonbelievers alike: How much is too much?

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.

Revolutionary Wealth is about how tomorrow's wealth will be created, and who will get it and how. But twenty-first-century wealth, according to the Tofflers, is not just about money, and cannot be understood in terms of industrial-age economics.

For many marketing professionals, "science" is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act. In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections.

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.

From New York Times business reporter Nelson D. Schwartz comes a gripping investigation of how a virtual velvet rope divides Americans in every arena of life, creating a friction-free existence for those with money on one side and a Darwinian struggle for the middle class on the other side.

Marketing executives and consumer advocates alike predict a future of brand-proof consumers, armed with technology and a sophisticated understanding of marketing techniques, who can effectively tune out ad campaigns. But as Rob Walker demonstrates, this widely accepted misconception has eclipsed the real changes in the way modern consumers relate to their brands of choice. Combine this with marketers' new ability to blur the line between advertising, entertainment, and public space, and you have dramatically altered the relationship between consumer and consumed.

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.

How do you build a business that thrives during good times and bad? Is there a strategy that can set up your company up for success, no matter what curveballs the world may throw your way? There is: Turn customers into repeat customers, and turn repeat customers into loyal customers. Renowned customer service and experience expert Shep Hyken maintains that delivering an amazing customer service experience that keeps customers coming back for more is everyone’s job.