BN.com Gift Guide

Why Customers Do What They Do: Who They Are, Why They Buy, and How You Can Anticipate Their Every Move

Overview

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 ...

See more details below
Other sellers (Hardcover)
  • All (24) from $1.99   
  • New (1) from $8.50   
  • Used (23) from $1.99   
Sending request ...

Overview

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, Estée 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.

Read More Show Less

Product Details

  • ISBN-13: 9780071460361
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/26/2005
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.81 (d)

Meet the Author

Marshal Cohen is the chief industry analyst for The NPD Group, Inc, a worldwide leader in market research and consumer behavior. His unique experience over 30 years in retail, manufacturing, and research, along with his passion for studying consumer behavior, has made him the authority on understanding and marketing to today's consumer. Cohen regularly appears as an expert commentator on many broadcast news outlets, including the Today Show,Good Morning America, CNN, and CNBC, and is extensively quoted in The Wall Street Journal, The New York Times, USA Today, Fortune, Time, and Women's Wear Daily. He is in high demand as a speaker at key industry events, such as the National Retail Federation's Annual Convention, The Fairchild Apparel Summit, and the American Apparel and Footwear Association's Annual Convention.

Read More Show Less

Table of Contents

Ch. 1 Connecting with a moving target 7
Ch. 2 Do you BOGO? 29
Ch. 3 We finally got a piece of the pie 51
Ch. 4 Formulating your value equation 65
Ch. 5 The thinking middle 77
Ch. 6 The supersizing of America 89
Ch. 7 Did you just call me ma'am? 103
Ch. 8 The five E's of marketing 119
Ch. 9 Marketing strategies for the future 147
Ch. 10 An action plan for fulfilling customer aspirations 169
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)