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Author: Stephen Genco
Publisher: Intuitive Consumer Insights LLC
ISBN: 9780578576961
Category : Business & Economics
Languages : en
Pages : 408
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Book Description
Intuitive Marketing introduces a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as "patsies." Traditional marketing assumes its purpose is persuasion it must grab people's attention, get them to change their minds, and convince them to do what they didn't know they wanted to do. Marketers compete every day to develop messages that "attract eyeballs," "rise above the clutter," and achieve "stopping power." But to the average consumer, marketing and advertising are becoming overwhelming. From their point of view, it's all clutter, it's all annoying, it's all an imposition on their already overworked conscious minds. Ironically, marketers are creating a "tragedy of the commons" effect. By collectively overgrazing consumers' "attentional commons," they are creating an environment that makes it less likely consumers will allocate attention to any of their messages. Intuitive marketing is based on a different view of how consumers think, act, and respond to marketing; a view built directly on the latest findings and insights from brain science. Like traditional marketing, intuitive marketing seeks to influence consumers. But it does so in a radically different way: by aligning with consumers' existing motivations and goals, primarily in the service of positive psychological needs, rather than by attempting to impose immediate transactional goals on consumers using tactics of disruption, distraction, and persuasion. Five intuitive marketing strategies are presented throughout the book. They show how marketers can simultaneously shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers. It provides a path forward for marketing that treats consumers with respect, earns (rather than demands) attention, aligns with (rather than disrupts) consumer motivations and goals, and recognizes the reality of how consumers think, learn, and choose in the modern marketplace.
Author: Stephen Genco
Publisher: Intuitive Consumer Insights LLC
ISBN: 9780578576961
Category : Business & Economics
Languages : en
Pages : 408
Get Book Here
Book Description
Intuitive Marketing introduces a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as "patsies." Traditional marketing assumes its purpose is persuasion it must grab people's attention, get them to change their minds, and convince them to do what they didn't know they wanted to do. Marketers compete every day to develop messages that "attract eyeballs," "rise above the clutter," and achieve "stopping power." But to the average consumer, marketing and advertising are becoming overwhelming. From their point of view, it's all clutter, it's all annoying, it's all an imposition on their already overworked conscious minds. Ironically, marketers are creating a "tragedy of the commons" effect. By collectively overgrazing consumers' "attentional commons," they are creating an environment that makes it less likely consumers will allocate attention to any of their messages. Intuitive marketing is based on a different view of how consumers think, act, and respond to marketing; a view built directly on the latest findings and insights from brain science. Like traditional marketing, intuitive marketing seeks to influence consumers. But it does so in a radically different way: by aligning with consumers' existing motivations and goals, primarily in the service of positive psychological needs, rather than by attempting to impose immediate transactional goals on consumers using tactics of disruption, distraction, and persuasion. Five intuitive marketing strategies are presented throughout the book. They show how marketers can simultaneously shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers. It provides a path forward for marketing that treats consumers with respect, earns (rather than demands) attention, aligns with (rather than disrupts) consumer motivations and goals, and recognizes the reality of how consumers think, learn, and choose in the modern marketplace.
Author: Peter C. Krieg
Publisher: Simon and Schuster
ISBN: 0743205545
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
Author: S. Umit Kucuk
Publisher: Springer
ISBN: 3319480278
Category : Business & Economics
Languages : en
Pages : 129
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Book Description
This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss the marketing concepts visually and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts and concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation. Thus, the book provides collection of such marketing visualization examples that can help marketing scholars and students to make sense of marketing concepts and their data, so that they can develop clearer and winning marketing strategies.
Author: Chris Murray
Publisher: Penguin
ISBN: 9781591841050
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
"Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that includes one all-new, previously unpublished summary." "The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals, business students, and anyone curious about how marketing has evolved."--BOOK JACKET.
Author: Thomas Wood-Young
Publisher: Wood Young Consulting
ISBN: 9780970623300
Category : Business & Economics
Languages : en
Pages : 245
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Book Description
Author: Colin Shaw
Publisher: Springer
ISBN: 1137534303
Category : Business & Economics
Languages : en
Pages : 230
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Book Description
Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.
Author: Olivier Mesly
Publisher: CRC Press
ISBN: 1351987534
Category : Business & Economics
Languages : en
Pages : 277
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Book Description
Marketing is about placing a new product or service into the market. Projects are about delivering new products and services. The merger of these two fields holds great promise for delivering value to organizations and their clients. Project managers can serve many markets ranging from investors who fund projects to that of clients who use new products and services. Marketing Projects is a guide for helping project managers have projects funded or deliver value to end users. It is also a guide for marketing managers new to the world of project management. The book begins by presenting the basics of both marketing and project management and highlights the aspects that are unique and relevant to both areas. It then explores marketing project feasibility and presents tools for assessing feasibility, which include the 6Ps of project management strategy: The project 4Ps: plan, processes, people, and power PRO: pessimistic, realistic, and optimistic scenarios POVs: points of vulnerability POE: point of equilibrium POW: product, organization, and work breakdown structures PWP: work psychodynamics This book illustrates how to use these tools to market new projects to potential sponsors and investors. It then explores marketing projects to end users. Crucial to the success of projects are the relationships between project managers and clients and the way marketing experts implement their strategies. This book explains how project managers can develop meaningful relationships with clients to foster trust and have positive interactions. Project managers excel at managing the processes for delivering new products and services. Marketers are keenly aware of latent, or unconscious needs, as well as those developing and emerging, and can provide project promoters and managers with exciting ideas. This book will help improve the mutual understanding between marketing and project managers, an effort ultimately benefiting end users, whether they be investors or customers. A better work atmosphere and a closer fit between marketing and project management objectives can only serve the interests of investors and end users, for whom marketers and project managers conceive and realize projects, one way or the other.
Author: Jay Acunzo
Publisher: Unthinkable Media
ISBN: 9781544501055
Category :
Languages : en
Pages : 268
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Book Description
Our world is flooded by advice, ideas, and experts, but we shouldn
Author: Chris Hackley
Publisher: SAGE
ISBN: 1473903688
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
`I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all′ - Professor Rob Lawson, University of Otago Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically? This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including: - Historical origins and influences in marketing - Introduction to the concepts of Critical Theory - Marketing ‘orientation’ and the marketing ‘mix’ - Critique of marketing principles - Marketing and strategy - The role of research in marketing - Marketing and managerial ideology - Marketing ethics Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
Author: Paul Reynolds
Publisher: Taylor & Francis
ISBN: 113638071X
Category : Business & Economics
Languages : en
Pages : 444
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Book Description
Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: · is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student · provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study · has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues 'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.
