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Habit: The 95% of Behavior Marketers Ignore Kindle Edition
Habit begins with a revolutionary premise–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 strategy–that customers are consciously aware of what they’re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted every year, and why even satisfied customers aren’t loyal.
In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds–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 customers’ habits thwart even your costliest marketing campaigns.
Habit explains in practical terms how to work with both your customers’ executive and habitual minds to not only make sales but more importantly, create loyalty. You’ll discover how behavior actually rewires your customers' mind–and how to leverage this by refocusing on behavior, not on attitudes and beliefs.
Martin offers a complete process for working with customers’ unconscious and conscious minds together, to become your customer’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 customer’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 autopilot
- LanguageEnglish
- PublisherFT Press
- Publication dateNovember 25, 2009
- File size310 KB
Editorial Reviews
From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From the Back Cover
“The Samsung Instinct was designed to be habit forming. Inspired by pioneering work by Dr. Neale Martin, Sprint and Samsung created the Instinct interface from the bottom up to work the way your brain works.”
―Doug Rossier, Sprint Instinct Marketing Lead
“In Habit, Neale Martin provides what seems to be a simple observation―that human behavior is largely managed through subconscious process. In startling fashion, Martin makes this point and then proceeds to undermine much of what marketers have come to believe as absolute truths. This is a worthwhile read, with significant implications to anyone who hopes to build brands and sell products.”
―John Stratton, Sr. Vice President and Chief Marketing Officer of Verizon
“Neale provides some of the most comprehensive insights into marketing I have ever read. His understanding of today’s market complexity is simply brilliant.”
―Derek Broes, Sr. Vice President, Paramount
“At last someone has approached marketing with the clarity and precision of a brain surgeon.”
―George Ford, Marketing Director, Petrafoods
“Habit reveals why traditional approaches to acquiring and keeping customers don’t work anymore. Dr. Martin shows that by focusing on behavior instead of attitudes and intentions, companies can radically improve not only how many customers they win, but how many they keep.”
―S. Somasegar, Microsoft Senior Vice President, Developer Division
“Habit is an essential read for all marketers, managers and executives. Dr. Martin has elevated the seemingly boring concept of habits to a science with implications for every business in every market. This excellent book not only explains why consumers behave the way they do, but what companies should do in light of these startling insights!”
―Jagdish N. Sheth, Ph.D, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University
Habit begins with a revolutionary premise―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 strategy―that customers are consciously aware of what they’re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted every year, and why even satisfied customers aren’t loyal.
In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds―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 customers’ habits thwart even your costliest marketing campaigns.
Habit explains in practical terms how to work with both your customers’ executive and habitual minds to not only make sales but more importantly, create loyalty. You’ll discover how behavior actually rewires your customers' mind―and how to leverage this by refocusing on behavior, not on attitudes and beliefs.
Martin offers a complete process for working with customers’ unconscious and conscious minds together, to become your customer’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 customer’s unconscious
Teach new buying habits through cause and effect, reward and repetition
Why you should keep your regular customers from think
About the Author
Neale Martin is the founder and CEO of Ntelec, Inc., a marketing, consulting, and education company. He has helped companies adjust their strategic marketing in the face of rapid technological change since 1995. For the past several years, he has worked on updating the principles of marketing in light of research from cognitive psychology and neuroscience that suggests that most of human behavior is under the sway of unconscious habits. Neale developed early insights into the power of habits as a counselor and program director for alcohol and drug addiction programs. After spending a year as a hospital administrator in Texas, he returned to school to earn his Ph.D. in marketing from the College of Management, Georgia Institute of Technology. Neale’s insatiable curiosity across diverse subjects illuminates his work as he connects ideas and insights from science, technology, psychology, history, philosophy, and dog training. He lives in Marietta, Georgia, with his wife, Diana, his daughter, Miranda, and three border collies.
Excerpt. © Reprinted by permission. All rights reserved.
Praise Quotes
"In Habit, Neale Martin provides what seems to be a simple observationthat human behavior is largely managed through subconscious process. In startling fashion, Martin makes this point and then proceeds to undermine much of what marketers have come to believe as absolute truths. This is a worthwhile read, with significant implications to anyone who hopes to build brands and sell products."
John Stratton, Sr. Vice President and Chief Marketing Officer of Verizon
"Neale provides some of the most comprehensive insights into marketing I have ever read. His understanding of today's market complexity is simply brilliant."
Derek Broes, Sr. Vice President Paramount
"At last someone has approached marketing with the clarity and precision of a brain surgeon."
George Ford, Marketing Director, Petrafoods
"Habit reveals why traditional approaches to acquiring and keeping customers don't work anymore. Dr. Martin shows that by focusing on behavior instead of attitudes and intentions, companies can radically improve not only how many customers they win, but how many they keep."
S. Somasegar, Microsoft Senior Vice President, Developer Division
"Habit is an essential read for all marketers, managers and executives. Dr. Martin has elevated the seemingly boring concept of habits to a science with implications for every business in every market. This excellent book not only explains why consumers behave the way they do, but what companies should do in light of these startling insights!"
Jagdish N. Sheth, Ph.D, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University
http://www.nealemartin.com
© Copyright Pearson Education. All rights reserved.
Product details
- ASIN : B004LB5J14
- Publisher : FT Press; 1st edition (November 25, 2009)
- Publication date : November 25, 2009
- Language : English
- File size : 310 KB
- Simultaneous device usage : Up to 5 simultaneous devices, per publisher limits
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 230 pages
- Best Sellers Rank: #2,329,650 in Kindle Store (See Top 100 in Kindle Store)
- #678 in Market Research Business (Kindle Store)
- #977 in Customer Relations (Kindle Store)
- #1,845 in Market Research Business (Books)
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As marketing becomes increasingly accountable for top- and bottom-line impact, understanding the concept of habit as it relates to customer behavior is critical.
If you buy at Amazon you know how easy -- and habit forming -- it is to shop here. This book demonstrates how the power of habit, relative to customer purchase and usage decisions, has been grossly undervalued.
"Habit" gives the scientific context by gradually explaining how the human brain works in easy layman's terms and then illustrates how this significantly impacts the difference between the expected behavior (traditionally just supported by marketing research) and actual actions taken by an individual.
Having practiced loyalty marketing for 20 years now, this book is more than a theory but is in fact an overlooked reality of customer behavior.
As I've stated in my previous works, people attach to brands emotionally first and then support their position with logic later---if they are forced to support their position at all. Neale Martin made my own words come alive to me as he describes the underlying brain science behind the process of the human mind going on "auto pilot" as much as possible to cope with the vast complexity that we deal with every day. Our brains try to automate decisions as much as possible to avoid having to consciously and logically think about most of the decisions we make. A strong brand is a way to help people automate their behavior so they don't have to invest the extra effort to think about their decision amongst available brands.
Martin's bottom line on effective marketing is contained in the last sentence of the book where he states that unconscious customer loyalty is the most important asset any company can own. Marketers would be wise to keep this in mind. We design marketing campaigns and we often tend to only think of brand and advertising messages in terms of making logical and rational arguments as to why people should choose our brands. We should also ask ourselves what it would take to help people choose our brands out of habit so they don't have to make the extra effort to even think about the brand selection decision.
This book is a solid effort that I recommend to anyone involved in marketing any product or service.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
About the aplication of the concept it needs more practicle examples about how to do it.
Very good book
Examples in the Power of habit are well integrated into the framework (cue--> routine -->reward) argued by authors. The only thing different in this book is that maintain status-quo if you are a market leader, for you may risk customers evaluating your product vs competitors' offerings. Of course, this suggestion comes with a caveat. Do not maintain status-quo for long, for you may get outdated. Now to me this seems like a tautology with no discussion/suggestions on when to do what.