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Business of Choice, The: Marketing to Consumers' Instincts - Hardcover

 
9780134053455: Business of Choice, The: Marketing to Consumers' Instincts
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Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association!

Named Marketing Book of the Year for 2016 by Marketing & Sales Books!


Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice

· Discover powerful new ways to simplify and guide consumer decisions
· Gain actionable insights into social influence, how people plan, and how they interpret the past
· Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences

 

Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.

 

Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

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Review:

“The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the remotest curiosity about the human condition.”
Alan Jope, President, Personal Care, Unilever


“Understanding how it is that human beings make choices—the complexity of inputs, the  evolutionary success factors, and the cognitive processes—makes for fascinating subject matter. Matthew’s experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool.”
Jennifer Sey, Global CMO, Levi’s, and author of Chalked Up


“How we human beings make decisions is complex and fascinating, and nobody brings it to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that’s everyone in business.”
Matt Williams, CEO, The Martin Agency


“Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics—and vice-versa—and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read.”
Adam Alter, Associate Professor of Marketing, NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave


The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and the chances are you will be tapping into something truly fundamental for your brand.”
James Hallatt, Global Head Oral Health Category, GSK Consumer Healthcare


“There are many great reasons to choose this book, all of which you’ll understand better by the time you get to the end of it.”
Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint

From the Back Cover:

Today, your customers face more choices, through more channels, in a world that seems to move faster then ever. To successfully influence those choices, marketers need to understand how humans choose.

 

The work of thousands of decision science researchers around the world seeks to provide the answers to this. In The Business of Choice, Matthew Willcox makes sense of the science and helps you apply it to your own marketing and brand strategies.

 

Willcox illuminates how the brain’s decision-making systems have been evolving for millions of years, and how they shape consumer choices about everything from toothpaste to clothing to smartphones and retirement plans. You’ll discover how, even if the choices people make sometimes seem irrational, they make sense when seen through the lens of human nature. You’ll see how understanding this and aligning your products and brands with the way humans naturally decide is the key to making your brand or business a natural choice.

 

LEVERAGE THE LATEST FINDINGS FROM BEHAVIORAL SCIENCE
How advances in the behavioral sciences can reshape your approach to marketing and brand strategy

MAKE IT EASY—FOR MIND AND BODY
Appeal to humans’ deep innate desire to conserve physical and mental energy

PUT THE NON-CONSCIOUS MENTAL SHORTCUTS THAT PEOPLE USE TO WORK FOR YOU
See how familiarity, sequencing, context, comparison, and affirmation can make people’s decision to choose your product intuitive

RETHINK YOUR RESEARCH FOR GREATER ACCURACY AND EFFECTIVENESS
Understand consumers’ behavior even when they can’t tell you what they’ll do (or why they’ll do it)

 

“The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the remotest curiosity about the human condition.”
Alan Jope, President, Personal Care, Unilever


“Understanding how it is that human beings make choices—the complexity of inputs, the  evolutionary success factors, and the cognitive processes—makes for fascinating subject matter. Matthew’s experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool.”
Jennifer Sey, Global CMO, Levi’s, and author of Chalked Up


“How we human beings make decisions is complex and fascinating, and nobody brings it to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that’s everyone in business.”
Matt Williams, CEO, The Martin Agency


“Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics—and vice-versa—and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read.”
Adam Alter, Associate Professor of Marketing, NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave


The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and the chances are you will be tapping into something truly fundamental for your brand.”
James Hallatt, Global Head Oral Health Category, GSK Consumer Healthcare


“There are many great reasons to choose this book, all of which you’ll understand better by the time you get to the end of it.”
Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint

"About this title" may belong to another edition of this title.

  • PublisherPearson FT Press
  • Publication date2015
  • ISBN 10 0134053451
  • ISBN 13 9780134053455
  • BindingHardcover
  • Edition number1
  • Number of pages256
  • Rating

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