検索キーワード： 消費者行動・市場調査

In the late 19th century, San Francisco's merchant princes built grand stores for a booming city, each with its own niche. For the eager clientele, a trip downtown meant dressing up—hats, gloves, and stockings required—and going to Blum's for Coffee Crunch cake or Townsend's for creamed spinach.

Marketing leaders face an uphill battle: their teams are expected to deliver predictable, measurable results in a world characterized by uncertainty, human behavior, and complexity. Traditional approaches attempt to treat marketing as a vending machine where input guarantees output. But this outdated approach sets CMOs up for frustration in today’s dynamic business environment. Kathleen Schaub—marketing innovator, former CMO, and research analyst—reveals a radically needed shift in thinking that will not only bring clarity to the whole organization but help CMOs thrive in the chaos.

In this audiobook, the authors offer a different way to think about the choices we make every day. Drawing from economics, psychology, and philosophy—and both inspired by and challenging Daniel Kahneman’s Thinking, Fast and Slow—they show how the focus on rationality, narrowly understood, fails to fully describe how we think about our decisions, much less help us make better ones. Notably, it overlooks the positive contribution that framing—how we determine what aspects are most important to us—contributes to good decisions.

Are you tired of being overlooked in sales, business, or critical opportunities? Your skills, qualifications, and solutions are top-notch—but people don’t choose you. Why? Because there’s a gap between your real value and how it’s perceived. In today’s competitive world, presenting your value isn’t enough. You must influence others to perceive you as the obvious choice.

In a marketplace crowded with options and driven by rapid innovation, one competitive edge remains timeless: the power of human emotion. The Emotional Experience: The Feeling Economy, and Why Brands That Emotionally Connect Win, explores how leading organizations harness the science of emotion to shape unforgettable experiences, build deeper relationships, and earn lasting loyalty. Drawing on insights from psychology, neuroscience, and real-world business strategy, this book reveals why emotional intelligence (EQ) is no longer optional—it's essential.

Vorteile: • Mehr Marketing-Power trotz weniger Geld fürs Marketing • Mehr Kundenerlebnis trotz weniger Geld fürs Kundenerlebnis • Mehr Innovation trotz weniger Geld für die Innovationsabteilung Zum Hörbuch: Die Verhaltensökonomie (engl. Behavioral Economics) untersucht, wie Menschen Entscheidungen treffen. Für Unternehmen sind darum die Erkenntnisse von Wirtschaftsnobelpreisträgern und Bestsellerautoren wie Daniel Kahneman (»Schnelles Denken, langsames Denken«) oder Richard Thaler (»Nudge: Wie man kluge Entscheidungen anstößt«) äußerst wertvoll.

In Generation AI, lifelong entrepreneur, futurist, and consumer trend expert Matt Britton explores how artificial intelligence is reshaping society, from consumer behavior to education, work, relationships, and health. As the first generation born into an AI-enabled world, Generation Alpha will experience a paradigm shift in lifestyle and career paths. Britton examines the unprecedented opportunities AI presents: personalized learning, advancements in healthcare, and automated consumer experiences and processes.

Leading the Customer-Led Revolution is for brave business leaders who are charged with driving customer-led change in their organisation. It offers a framework for thinking and a plan of action to help your business become a truly customer-led organisation.

Marketing data isn’t a spreadsheet problem. It’s a people problem. In Data Lemonade, digital marketing strategist Malene Jorgensen shows you how to squeeze powerful insights from messy, overwhelming data and turn them into marketing that actually connectsThis isn’t just another analytics book. It’s a guide to making sense of data through the lens of psychology, behaviour, and decision-making. You’ll learn how to go beyond dashboards and dig into the human truths behind your marketing numbers so you can stop guessing and start scaling.

The Divided Brain introduces a powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems—the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the tension between these two mental gears.

Unlock the secrets of buyer psychology and transform your online marketing with Sell Smart Online: Using Buyer Psychology to Drive Consistent Sales Growth. This comprehensive guide walks you step-by-step through proven strategies to capture attention, build trust, and convert prospects into loyal customers—all tailored for today’s competitive digital landscape.

Unlock the power of artificial intelligence to transform your marketing and sales strategy. “AI and Buyer Psychology: Decoding Intent and Driving Conversions” is a cutting-edge guide that reveals how AI-driven customer behavior analysis can skyrocket your business’s growth. Written by Catholic Deacon John O’Maley – a West Point graduate, former U.S. Army Ranger Captain, and Procter & Gamble alumnus – this authoritative book blends disciplined insight with real-world business acumen.

For decades, a fundamental flaw has flourished in the strategic operating model of the modern corporation—a Great Distancing from the needs and expectations of customers. For some, such as Blockbuster, AOL, and Kodak, this flaw has been disastrous. Meanwhile, those that have woven the customer deeply into their culture have prospered—with increased revenues and more fulfilled employees.

The Buyer-Centric Operating System isn't just another business book—it's a wake-up call for leaders who want to revolutionize their growth strategy by placing their buyers at the core of every decision. Forget outdated personas, funnel thinking, and superficial metrics. Andy Halko challenges traditional business frameworks, offering a radical approach to truly understanding, aligning with, and delighting your buyer. Through sharp insights, practical frameworks, and relatable experiences, this book walks you through transforming your organization into one that thrives on customer obsession.

By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges.

The Tech Behind Impulse Buying peels back the digital curtain to reveal the subtle, powerful technologies that online platforms use to influence your every shopping move. From one-click checkouts to persuasive algorithms that predict your desires before you can even name them, this eye-opening guide takes you inside the meticulously engineered online environments that are designed to trigger unplanned purchases—and keep you coming back for more.

At a fundamental level, the purpose of leadership is to connect with and inspire the hearts and minds of others to become their absolute best so they can ultimately give the best of themselves at work, at home, and in their communities. How do we do that? Taylor Scott draws on his 20 plus years of experience working at hospitality industry leaders like Disney Parks and Resorts, Gaylord Hotels and Resorts, and The Cosmopolitan of Las Vegas, to provide an inviting, accessible fable about adopting a spirit of generosity.

Want to rank higher on Google, drive more organic traffic, and grow your business without relying on paid ads? This is the ultimate guide to mastering modern SEO—fast. SEO Supercharged is your step-by-step blueprint to navigating the world of search engine optimization and turning your website into a high-ranking, traffic-generating machine. Whether you're an entrepreneur, content creator, small business owner, or marketing professional, this book gives you the exact strategies used by top SEO experts to dominate search results and convert clicks into customers.

In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business. He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company.

Do we really need more consumer "stuff"? While most everyone will answer "No", we still see thousands of new products and services launched every day. These compete for our attention with already inundated markets filled with existing products–in the midst of the most intense information flows in history. Traditional adverts are not a cost-effective solution and like much more. So how can you successfully catch consumers’ interest? This book provides the answer.