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Habit begins with a revolutionary premisea€“95% of human behavior is controlled by the unconscious mind. This fact exposes the central flaw in marketing theory, market research, and a preponderance of business strategya€“that customers are consciously aware of what theya€™re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted every year, and why even satisfied customers arena€™t loyal. In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two mindsa€“and marketing is focused on the wrong one. By explaining how the mind actually works, Martin shows how 50 years of marketing theory is deeply flawed, and how your customersa€™ habits thwart even your costliest marketing campaigns. Habit explains in practical terms how to work with both your customersa€™ executive and habitual minds to not only make sales but more importantly, create loyalty. Youa€™ll discover how behavior actually rewires your customers' minda€“and how to leverage this by refocusing on behavior, not on attitudes and beliefs. Martin offers a complete process for working with customersa€™ unconscious and conscious minds together, to become your customera€™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-term profitability. Why focusing on customer satisfaction is a waste of time Prioritizing customer satisfaction ignores a crucial reality: 85% of customers who defect report being satisfied! How to establish a beachhead in your potential customera€™s unconscious Teach new buying habits through cause and effect, reward and repetition Why you should keep your regular customers from thinking about you Learn how to keep repurchase behavior on permanent autopilotMaintenance. The most counterintuitive argument in this book is that companies dona#39;t want their customers to think about them, ... I was surprised when my wife returned from shopping to replace our Ford Explorer that was totaled in an accident. ... Schedules of Reinforcement One other area of reinforcement is worth 11.

Author: Neale Martin
Publisher:Pearson Education - 2009-11-25

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