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

Hardcover | November 16, 2005

byMarshal Cohen

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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    Don't get stuck in outdated marketing models that stall your company's progress.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.

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From the Publisher

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 N...

From the Jacket

Advance Praise forWhy 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 qu...

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...

other books by Marshal Cohen

BUY ME! New Ways to Get Customers to Choose Your Product and Ignore the Rest
BUY ME! New Ways to Get Customers to Choose Your Produc...

Kobo ebook|Jan 8 2010

$35.39 online$45.93list price(save 22%)
Format:HardcoverDimensions:240 pages, 9.1 × 6.2 × 0.81 inPublished:November 16, 2005Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071460365

ISBN - 13:9780071460361

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