Catalog Search Results
1) Marketing to Gen Z: the rules for reaching this vast and very different generation of influencers
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"In size and influence, Gen Z has arrived. This 1996-2010 cohort will comprise 40 percent of consumers by 2020, dominating markets and eclipsing other age groups. Hardworking, socially conscious, and skeptical of marketing hype, they're carving out an identity that's both distinct from their predecessors and more demanding. Marketing to Gen Z reveals who these new buyers are, what they value, how they make decisions, and ways to authentically connect...
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The informal business sector is the next great frontier of Africa and it is undergoing an economic revolution, a new world of small people doing big things, transforming the continent. Prepare for this new generation, prepare for the Afripolitan Generation.
A revolution is taking place in the great marketplaces of the informal sector and it contains an unquantified scale and power as an economic engine and a way of life for the majority of our low...
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Discover the transformative world of customer analysis and insight in this comprehensive introductory guide. Gain a fundamental understanding of what customer analysis and insight entail and why they are vital for any business. Real-life examples from various industries showcasing the profound impact of harnessing the knowledge of your customer base. Learn as well the main types, the customer insight tools available and the steps you need to take....
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In today's fast-paced world, it's tough to find the time to read. But with Joosr guides, you can get the key insights from bestselling non-fiction titles in less than 20 minutes. Whether you want to gain knowledge on the go or find the books you'll love, Joosr's brief and accessible eBook summaries fit into your life. Find out more at joosr.com. What can individual behavior tell us about potential purchase choices? Can the arrangement of a teenage...
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As many businesses are discovering, customer behavior doesn't always make sense. That really shouldn't be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What's more, customers aren't able to tell you accurately why they do what they do. Combining recent research findings with real-world examples from his consulting practice on customer experience,...
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The motivations customers act on are seldom logical, predictable, or even conscious. Instead, their strongest responses stem from one source: emotion. It's a deceptively simple reality. But it permanently changes the way organizations must go about understanding their customers. Why Customers Really Buy introduces emotional-trigger research, a revolutionary new approach that uncovers the core, unfiltered, and spontaneous triggers that drive customer...
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Move over Millennials, there's a new kid in town.
Today, Generation Z (ages 13-24) is the largest living generation, outpacing Millennials by 3 million. They represent 2 out of every 5 American consumers and influence $655B per year in purchases in the US alone! This generation is wielding its mighty influence on every other generation, in every industry. Is your marketing department still focusing on Millennials? If so, you're missing massive potential...
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"Naming a business or product has always been challenging--and sometimes costly--for entrepreneurs and inventors, but it's one of the most important decisions they have to make. Alexandra Watkins presents a foolproof model that anyone can use to create and evaluate brand names like a pro"--
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Brands can no longer force-feed us a plethora of products we don't need. To succeed, brands must transform us and the world we live in. Assemblage guides you through the art and science of creating transformative brands by combining personal, social, and cultural components. Assemblage will show you why perception is the truth and how to shape people's perceptions, why we relate to antiheroes, villains, and saviors, how brands can reassure consumers...
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Think about someone who loves Patagonia. Imagine the person who brought their Beyond Meat burgers to the BBQ. Who can only be found behind the wheel of a Porsche?
People don't just buy brands. They use them to tell stories about who they are: stories about their passion for the outdoors, their concern for animal welfare, and their love for design.
Stories about identity are the currency of the narrative economy-and the brands that design for the...
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Discover solutions to common obstacles faced by project managers. Written as a business novel, the book is highly interactive, allowing readers to participate and consider options at each stage of a project. The book is based on years of experience, both through the author's research projects as well as his teaching lectures at business schools.
The book tells the story of Emily Reed and her colleagues who are in charge of the management of a new...
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Do you still view the Internet as mainly a tool to tell your customers about your business? If so, you are missing out on the Internet's true value for your company today--and the oversight has been hampering your potential in ways you can't afford to allow any longer. Every move your customers make online can be tracked, catalogued, and analyzed to better understand their preferences and predict their future behavior. And with smartphone activity...
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Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success.
Marketing Metaphoria reveals the powerful unconscious...
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It's only natural to ask people what they think of your ideas. After all, you can't launch, create or do something of value if you're not interested in the opinions of your intended audience.
Trouble is, the asking doesn't always help.
Learning the lessons from a lifetime of listening, Jon Cohen reveals why you can't trust what people say and explains why their answers will often lead you astray. Drawing on an extraordinary array of entertaining...
16) The Truth About Surveys: Getting Paid for Your Opinions (& Other Micro-Task Opportunities) Harmful S
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Maybe you know the economy is bad, and you could use some extra dollars each month to help make ends meet?Or maybe you've been looking for work in order to augment a full/part-time career that's drying up, but so far without success? In either case, coming across opportunities to be a paid survey taker or to accomplish other micro-tasks, you think: "ahh, this is it! I can do these things from the comfort of home on my own schedule." Carefully perusing...
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Corporate Creativity is the ultimate guide for executives and managers looking to increase creativity and innovation in their companies. This anthology of provocative essays, drawn from the pages of Design Management Review and Design Management Journal, explores personal, team, and organizational creativity, and it is packed with insights from the most respected names in the industry: Jeffrey Mauzy, Robert Rassmussen, Leonard Glick, Gerald Nadler,...
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Do you know what makes your customers tick? "CX That Sings" is about understanding your customers, how they view your brand, how they make choices, and how the customer experience shapes their purchase decisions. In this book, the author explains how to create the most useful research tool in business, the customer journey map.
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A fascinating account of how radical researchers have used experiments to overturn conventional wisdom and shaped life as we know it
Experiments have consistently been used in the hard sciences, but in recent decades social scientists have adopted the practice. Randomized trials have been used to design policies to increase educational attainment, lower crime rates, elevate employment rates, and improve living standards among the poor.
This book...
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There is no such thing as an easy sale. However, selling to an existing customer, whether by refreshing an old product or introducing a new and different product, is often easier, faster, and returns higher margins. Centering your organization's sales strategy on your installed base is a smart and proven way to achieve long-lasting, profitable growth.
“Using Installed Base Selling to Maximize Revenue” reveals a step-by-step, integrated approach...
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