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

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9780071460361: Why Customers Do What They Do: Who They Are, Why They Buy, and How You Can Anticipate Their Every Move

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Don't get stuck in outdated marketing models that stall your company's progress.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

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

About 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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Book Description McGraw-Hill Education - Europe, United States, 2005. Hardback. Book Condition: New. 231 x 160 mm. Language: English . Brand New Book ***** Print on Demand *****. 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, Estee 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. Bookseller Inventory # APC9780071460361

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Book Description McGraw-Hill Education - Europe, United States, 2005. Hardback. Book Condition: New. 231 x 160 mm. Language: English . Brand New Book ***** Print on Demand *****.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, Estee 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. Bookseller Inventory # APC9780071460361

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Book Description McGraw-Hill. Hardcover. Book Condition: New. Hardcover. 240 pages. Dimensions: 9.1in. x 6.3in. x 1.0in.In todays 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 todays 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 Cohens 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 Youll learn from examples of companies thatutilize the techniques of the 5Es such as Wal-Mart, Apple, Este Lauder, Merrell, and many others. And youll see how to keep refining your brand, product, or service for optimum results--and revenue. Dont get stuck in outdated marketing models that stall your companys progress. Read Why Customers Do What They Do to discover what consumers truly want and make your products and brands rise above the competition. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Hardcover. Bookseller Inventory # 9780071460361

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