検索キーワード： 消費者行動・市場調査

It takes a special kind of magic for a challenger brand to achieve seemingly impossible customer-centric results. It’s that magic that makes Australian telecommunications company Macquarie Technology world leaders in award-winning customer experience. Joseph A. Michelli—the bestselling author of books about brands renowned for their stellar service and outstanding growth, such as The Ritz-Carlton, Mercedes-Benz, and Starbucks—was so impressed by Macquarie’s ability to deliver transformative customer experiences that he felt compelled to share this book.

The Millennial Consumer Revolution: Adapting to Changing Behaviours is a comprehensive guide for consumer business owners looking to stay ahead in the constantly evolving market. Divided into six chapters, the book provides a thorough understanding of the millennial generation and their impact on the business world. The book examines the economic power of millennials, the changing workplace culture, and the consumer behaviour of millennials, including the shift towards digital and social media platforms, conscious consumerism, and brand purpose.

It's undeniable - social media is not just a fleeting trend. It's here to stay. Right now, the opportunity is knocking at your door. The question is, when will you seize it? When will you start leveraging the power of social media, where posting content is not only free but can also become a lucrative venture?

For over ten years, author Sherwette has been researching, practicing, and deliberately learning one of her favorite subjects, Consumer Behavior and Psychology. In this book, she shares the best methodologies she has found and worked with—just for you! If you truly want to craft a product or service your customers will be raving about, then this book will help you gain a better understanding of your customers and create products that will be so spot-on that once they know about them, they will scream, “Here, take my money!”

Embark on an enlightening journey with Storybranding mastery, where the alchemy of narrative and brand synergy reshapes your approach to marketing in the digital age. This book unveils the secrets to crafting magnetic brand stories that captivate hearts, forge connections with customers, and elevates your brand above the noise. Discover the art of resonant storytelling, turning your brand into an unforgettable odyssey for your audience.

Close more deals by understanding what your customer really wants. Too often, we hear the message that selling is shallow. In reality, it's the opposite. The most effective salespeople are the ones who dive deeper—who prioritize relationships and stay focused on the big picture of what they're playing for. Iceberg Selling is a technique based on the understanding that, for every person, company, and situation, you can only see 10% of what's really going on. Using single-serving lessons and real-life anecdotes, you’ll learn a series of mindsets and best practices.

Patented in 1917, Piggly Wiggly was by far the most influential self-service store of the early twentieth century. Before 1940 it was the only self-service chain with a national distribution network, but it was neither the first nor the only version. Beyond Piggly Wiggly reveals the importance of Piggly Wiggly in the invention of self-service and goes beyond the history of a single firm to explore the role of small business entrepreneurs who invented the first self-service stores in a grassroots social process.

Drawing on the latest discoveries in disciplines ranging from neuroscience to behavioral economics, McQueen suggests that we are too often using 19th- and 20th-century techniques to change 21st-century minds—and are wondering why it’s not working. What we need is an upgrade in our understanding of what it really takes to influence others.

How do I attract new clients and retain existing ones? This is the central question when marketing any product, service, or idea. This book helps you discover the 'hook' that makes what you are offering irresistible, the words that resonate, the stories that sell to your ideal customers over and over again so you can develop evergreen marketing collateral and stay top-of-mind with the passing parade of prospects and clients and keep increasing your profits.

Uma história sobre o misterioso comportamento dos consumidores: quem são, por que os perdemos e como trazê-los de volta. Uma nova abordagem para compreender o que o cliente realmente quer, hoje e no futuro. Os clientes podem ser um verdadeiro mistério–e para desvendar seu comportamento é preciso pensar como um detetive. Neste audiolivro, David S. Duncan conta a história da rede fictícia de cafés Tazza, que está perdendo sua clientela mais fiel às vésperas de abrir o capital na bolsa.

Elevate your client's experience and win more business. This is the first book to detail how professionals can acquire more clients and establish their lasting loyalty through the experience they provide. Many books are written on acquisition strategies, better customer service, or an elevated experience. But none gives the listener the step-by-step tactical strategies to make both acquisition and loyalty happen in concert like this book does.

In this third and completely revised edition of his classic book, bestselling author and college educator Mark Schaefer explains why many marketers are "sleepwalking" through the social media world because they haven't kept up with new consumer trends. Schaefer untangles the world's least understood business practices in his easy-to-understand personal style.

Covid-19 lockdowns accelerated major changes in the B2B buying world, fast-forwarding more than 10 years in less than 10 months. Businesses that have not adapted are being left behind. This innovative five-step method is built for B2B businesses struggling to navigate long decision cycles and complex buying committees to secure high-value contracts and grow monthly recurring revenues. It's a framework proven to DOUBLE pipeline quality and revenues in 90 Days by adapting to how B2B Buyers make decisions today.

In Redefining Retail: 10 Guiding Principles for a Post-Digital World, Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you'll find practical and concrete techniques for redefining your organization's internal operations and processes, as well as its business strategy. You'll rethink the entire value chain as you consider the growing importance of sustainability, diversity and inclusion, working policies, and more.

In "Afrifluence," we embark on a transformative journey into the heart of African creativity, exploring its immense potential to reshape narratives, perceptions, and economies on a global scale. This book is more than just a guide, it's a manifesto for African influencers ready to harness the true power of their creative content and capitalize on the wealth of opportunities awaiting them.

¿Estás buscando la mejor manera de aumentar el valor de tus productos, servicios y negocios? Entonces, bienvenido emprendedor a este curso de Branding en español: te guiaremos paso a paso a crear una estrategia de marca que puedas llevar tu negocio al siguiente nivel. Si bien tus productos y servicios pueden ser perfectos, ¿tu audiencia realmente sabe algo sobre tu marca? La forma más efectiva de convertir a las personas en clientes leales es creando una marca poderosa para tu negocio.

How do underdogs close huge deals they have no business winning? How do rainmakers pull off a sale before the RFP is ever issued? They don't do it with a logical argument or even the best PowerPoint presentation. They do it by turning their pitch into an emotional experience that makes the customer think, "This just feels right." This book is your blueprint for tapping into a clients gut feeling and bringing home the win. Go Big or Go Home is the greatest collection of the most memorable pitches in film, sports, business, and philanthropy.

Sending highly relevant, personal, and timely messages to your email list is essential for winning new customers and keeping current ones happy. This Is Personal helps companies better understand the individual needs and identities of their audience, no matter the size, enabling businesses to send better, more relevant emails that generate more opens, more clicks, and, ultimately, more sales.

Engage Gen Z. Future-Proof Your Brand. In today’s fast-changing digital landscape, brands are struggling to capture the attention of Gen Z, a generation that values authenticity, collaboration, and community like never before. The old playbook of one-way messaging and transactional loyalty programs is no longer enough. Enter web3 marketing, a revolutionary approach that builds lasting connections through gamification, transparency, and a community-first ethos. This groundbreaking guide provides everything you need to thrive in the web3 era.

Sales may not be rocket science, but there is an art to it. It all hinges on understanding your customer better than your competitors do. That’s why you need this book. It includes years of research data, customer interviews, and all the secrets you need to know about not annoying customers.

This groundbreaking book is your ultimate guide to understanding and leveraging the power of artificial intelligence. Whether you're a curious beginner, a tech enthusiast, or an entrepreneur ready to revolutionize your business, this guide provides you with everything you need to navigate the AI-driven future.

Este audiolibro tiene como objetivo comprender todos los factores que nos inducen a desprendernos de nuestro dinero: estímulos sensoriales, sesgos cognitivos, emociones y también los “trucos” psicológicos del marketing (que no son de magia, sino basados en la ciencia) que vienen aplicándose con éxito durante años. Descubre los secretos de la psicología del consumidor, desde las compras impulsivas hasta el poder del marketing emocional.

The real-world, battle-tested concepts in this book focus heavily on influencing your buyer’s psyche (i.e. their “operating system”) so that you enjoy: Faster conversion of prospects.

In Digital Customer Success: The Next Frontier, a team of trailblazing customer success professionals and digital entrepreneurs delivers an insightful discussion of the next stage in customer success management. In the book, you'll discover how to design and deploy touchless and automated digital interventions that help your software users learn and grow as they use your product and unlock the value trapped within it-without ever needing to reach out to a live customer success manager.

Today's customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. While this sounds like common sense, shockingly few organizations actually conduct business this way.

One of the largest consumer markets of the world, India is made up of lots and lots of small consumers―each earning and spending just a little bit that adds up to a lot. It is served by millions of small suppliers oozing innovation and customer intimacy, and is powered by digital...

Columbia Business School professor Sandra Matz reveals in fascinating detail how big data offers insights into the most intimate aspects of our psyches and how these insights empower an external influence over the choices we make. This can be creepy, manipulative, and downright harmful, with scandals like that of British consulting firm Cambridge Analytica being merely the tip of the iceberg. Yet big data also holds enormous potential to help us live healthier, happier lives.

Unlock the secrets to building and running a successful restaurant with Adina Brunetti’s "Your Restaurant: Creation, Transformation, and Promotion." This comprehensive guide takes you step-by-step through every phase of the restaurant business, from creating a unique concept and choosing the perfect location to marketing strategies and staying ahead of industry trends.

In Uncopyable YOU, authors Steve and Kay Miller bring to life the art and science of personal branding in a way that's never been done before. This transformative book is more than just a guide; it's a blueprint for creating a personal brand that is not only successful but also truly unforgettable. Inspired by iconic personal brands like Steve Jobs, the authors teach you to build a brand that transcends trends and time. Each chapter is filled with actionable advice, real-life examples, and engaging anecdotes, making the art of personal branding both accessible and enjoyable.

Have you ever wondered how one can save from taxi rides during surge pricing? Why you would shop more under sunny weather? What effects does a bankrupt neighbour have on residents living in the estate? How do people perceive risks during the coronavirus pandemic?...