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Habit: The 95% of Behavior Marketers Ignore

Habit: The 95% of Behavior Marketers Ignore

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Описание
This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version. Habit begins with a revolutionary premise–95% of human behavior is controlled by the unconscious mind. This fact exes the central flaw in marketing theory, market research, and a preponderance of business strategy–that customers are consciously aware of what they’re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted everear, and why even satisfied customers aren’t loyal. In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds–and marketing is focused on the wrong one. By explaining how thend actually works, Martin shows how 50 years of marketing theory is deeply flawed, and how your customers’ habits thwart even your costliest marketing campaigns. Habit explains in practical terms how to work with both your customers’ executive and haual minds to not only make sales but more importantly, create loyalty. You’ll discover how behavior actually rewires your customers' mind–and how to leverage this by refocusing on behavior, not on attitudes and beliefs. Martin offers a complete procefor working with customers’ unconscious and conscious minds together, to become your customer’s habit, not just their choice. Using these techniques, you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-teprofitability. Why focusing on customer satisfaction is a waste of timePrioritizing customer satisfaction ignores a crucial reality: 85% of customers who defect report being satisfied! How to establish a beachhead in your potential customer’s unsciousTeach new buying habits through cause and effect, reward and repetition Why you should keep your regular customers from thinking about youLearn how to keep repurchase behavior on permanent autopilot www.nealemartin.com