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Neale Martin
Habit
The 95% of Behavior Marketers Ignore
FT Press, 2008
What's inside?
How to cultivate loyal, repeat customers by understanding that their minds work by force of habit
Recommendation
Consumer behavior expert Neale Martin offers an entertaining, informative explanation of how the conscious and unconscious minds work together in the context of sales and marketing. He put in years of extensive groundwork studying the principles of marketing to reflect findings in cognitive psychology and neuroscience up to 2008. He reports that unconscious habits govern much of the way people act. In the process of explaining the brain’s biological miracles, he also explains why some products fail and what marketers must understand to improve their odds. This intellectually invigorating book will intrigue marketers who want to learn how each customer’s two minds (conscious and unconscious) work together.
Summary
About the Author
Consultant and educator Neale Martin, an expert in consumer behavior, writes about bridging the gap between technologies and markets.
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