Why Customers Do What They Do: Who They Are, Why They Buy, and How You Can Anticipate Their Every Move
Publish Date: 2005-11-16
Author: Marshal Cohen
In today's rapidly shifting marketplace, brand loyalty has subsided and the consumer-of-the-moment rules. To successfully compete for customers' wallet share, you must connect with them, understand their buying habits, and anticipate their every move.
In Why Customers Do What They Do, Marshal Cohen, the chief industry analyst for The NPD Group and one of the foremost authorities on consumer behavior, gives managers responsible for branding, marketing, and sales strategies the ability to anticipate the needs, wants, and desires of today's consumer. Drawing on years of market research from The NPD Group, Cohen uncovers the major trends that drive consumer behavior, revealing why and how consumers' daily habits affect their purchasing behavior--and how this behavior will affect your business.
This groundbreaking book is the first to introduce Cohen's innovative action plan for reaching consumers. The 5E approach--Educate, Explore, Elevate, Entertain, and Evaluate--delivers the tools you need to rethink your business, marketing, and sales strategies and leverage upcoming consumer trends. Cohen provides solid insight and proven techniques into how you can:
Educate consumers, rather than just sell to them
Explore ways to let the consumer endorse your brand
Elevate awareness to prepare consumers for the next big thing
Entertain consumers and inspire purchase behavior
Evaluate the process yearly to lock-in a connection to your consumers
You'll learn from examples of companies thatutilize the techniques of the 5E's such as Wal-Mart, Apple, Este Lauder, Merrell, and many others. And you'll see how to keep refining your brand, product, or service for optimum results--and revenue.
Don't get stuck in outdated marketing models that stall your company's progress. Read Why Customers Do What They Do to discover what consumers truly want and make your products and brands rise above the competition.