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

Overview

Advance Praise for

Why Customers Do What They Do

"While others struggle to connect the dots, Marshal Cohen explains why the dots are changing and shows how to recognize new customer trends faster than ever before. Cohen's conclusions are based on extensive data from NPD's consumer panels and retail tracking services—a distinguishing quality that truly separates this book from the rest of the crowd. Take time to read this insightful book now—if ...

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Overview

Advance Praise for

Why Customers Do What They Do

"While others struggle to connect the dots, Marshal Cohen explains why the dots are changing and shows how to recognize new customer trends faster than ever before. Cohen's conclusions are based on extensive data from NPD's consumer panels and retail tracking services—a distinguishing quality that truly separates this book from the rest of the crowd. Take time to read this insightful book now—if you want to connect the right dots."—DR. PETER H. FARQUHAR, Member, Fox Strategy LLC

Why Customers Do What They Do sensitizes a marketer's view of how to best understand and connect their brand to the consumer. With this book Marshal Cohen establishes himself as the zeitgeist of consumer marketing."—EDWARD M. JONES III, CEO, GM Jones Brand Holdings Inc., Strategic Initiatives Group, LLC

"If you resonate to reams of undecipherable market research data, put down this book and keep looking. But if you want to make sense of the confused consumer marketplace, read this book tonight, highlighter in hand. Marshal Cohen uses laymen's terms to make the complex simple. He skips the "data geek" vocabulary and statistics that make your eyes glaze over. Instead, he identifies the trends—and even better, he shows you how they impact your bottom line. Get ready to increase your sales, your customer satisfaction, and your profits."—WILLIAM J. MCCURRY, Chairman, McCurry Associates

"Marshal cuts through the clutter and gets to the heart of what makes consumers tick. This book gives readers access to cutting edge market research as well as insightful analysis of the latest consumer trends."—TRACY MULLIN, President and CEO, National Retail Federation

"Eureka! Marshal Cohen's "Five E's" theory as explained in his Why Customers Do What They Do is an excellent guide for marketers of consumer products in this rapidly changing environment."—PROFESSOR JOAN O. VOLPE, Managing Coordinator, The Center for Professional Studies at FIT

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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.

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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
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