Habit
The 95% of Behavior Marketers Ignore
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Alternate Title:
Behavior marketers ignore
Publisher:
Upper Saddle River, N.J. : - FT Press
Pages:
191
ISBN:
0131357956, 9780131357952
Language:
English
Contents:
1. THE FORCE OF HABIT. How habits undermine marketing
New product failure
Loss of customers
Dissatisfaction with customer satisfaction
Why we're addicted to Bill Gates
Evolution and revolution
You are of two minds (at least)
The executive and habitual minds in action
You iDrive me crazy
Your customer's two minds
A Norman Door into the two minds of the customer
The Limbic System: where habits form and live
Peeking into human memory
The PFC: home to the executive mind
2. HABITS: THE NEW SCIENCE OF MARKETING. Of iPods, habits, and market revolution
How the iPod killed the CD
Marketing from a habitual perspective
The failure of customer satisfaction
Becoming your customers' habit
Habit and marketing management
Habit and product design
Habits and product development
The Swiffer: designed to clean up
Product launch: creating mental models and building habits
Building habits
Price conscious
Channels of habituation
Positioning in the retail environment
Promoting habits
Advertising
Personal selling
Sales promotion
Public relations
Trust the brand
The physical brand
Marketing research
3. TREAT YOUR CUSTOMERS LIKE DOGS. Of Google and cigarettes
Behavioral thinking
Karen Pryor shapes a generation of trainers
Calling for reinforcements
A matter of timing
Conditioned reinforcers to the rescue
Talking to the habitual mind
Behavioral marketing: becoming your customer's habit (thru discovery, purchase, and use)
The four steps to behavioral marketing (context, training, reinforcement, cue)
Habit maintenance
Schedules of reinforcement
The force of habits: the double-edged sword.
New product failure
Loss of customers
Dissatisfaction with customer satisfaction
Why we're addicted to Bill Gates
Evolution and revolution
You are of two minds (at least)
The executive and habitual minds in action
You iDrive me crazy
Your customer's two minds
A Norman Door into the two minds of the customer
The Limbic System: where habits form and live
Peeking into human memory
The PFC: home to the executive mind
2. HABITS: THE NEW SCIENCE OF MARKETING. Of iPods, habits, and market revolution
How the iPod killed the CD
Marketing from a habitual perspective
The failure of customer satisfaction
Becoming your customers' habit
Habit and marketing management
Habit and product design
Habits and product development
The Swiffer: designed to clean up
Product launch: creating mental models and building habits
Building habits
Price conscious
Channels of habituation
Positioning in the retail environment
Promoting habits
Advertising
Personal selling
Sales promotion
Public relations
Trust the brand
The physical brand
Marketing research
3. TREAT YOUR CUSTOMERS LIKE DOGS. Of Google and cigarettes
Behavioral thinking
Karen Pryor shapes a generation of trainers
Calling for reinforcements
A matter of timing
Conditioned reinforcers to the rescue
Talking to the habitual mind
Behavioral marketing: becoming your customer's habit (thru discovery, purchase, and use)
The four steps to behavioral marketing (context, training, reinforcement, cue)
Habit maintenance
Schedules of reinforcement
The force of habits: the double-edged sword.
Notes:
Includes bibliographical references and index.
Statement of responsibility:
Neale Martin
Physical description:
xvi, 191 p. ; 24 cm.
MARC Display»
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