Overview

Get into the minds of consumers and increase your revenue!Want to better understand why consumers think and act the way they do? This practical guide gives you the tools to identify the influences that affect their purchasing behavior. It also shows you how to apply that knowledge as you develop a marketing strategy that speaks directly to their needs. You'll see how to capture their attention, motivate them to purchase your products and services, earn their loyalty, and much more.Why do they buy? -- understand the decision-making process consumers go through when considering a purchaseApply behavior to marketing -- learn the 4Ps of marketing and how consumer behavior plays a role in eachGain a deeper understanding of the individual consumer -- gauge a consumer's motivation, emotions, perception, and attitude and use them to predict and change buying intentionsExplore external influences on customers -- from cultures to family life cycles to household structures and social groups, see how purchasing patterns are affectedCraft your marketing strategy -- use consumer knowledge to delve into market research, identify key segments, and launch into untapped marketsImplement your plan -- create powerful positioning strategies and reach customers where they're at with a message that motivates themOpen the book and find: Actionable, real-world insight and adviceTips to help you lead consumers from attention to actionResearch techniques and marketing tipsHow self-concepts and lifestyle change consumer behaviorMethods for cultivating repeat business and loyaltyWays to protect against consumer misbehaviorAdvice on encouraging new product adoptionTen ways to enhance customer satisfaction

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9781282122567

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