The Business of Choice: Marketing to Consumers' Instincts (Paperback)
| Author | : | |
| Rating | : | 4.72 (729 Votes) |
| Asin | : | 0134772040 |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2016-08-14 |
| Language | : | English |
DESCRIPTION:
Finally, A Book That Has It All Amazon Customer Finally, a book that brings together key academic findings that business practitioners can use to improve and enhance their work. Sure I've read all of the standard neuroscience, behavioral economic books, but this one is unique because it directly ties the academic findings to real world challenges. The business of choice gives readers the background needed to be able to appreciate and understand how science in human decision making can be successf. Most insightful book I've read this year. This is a must read for anyone in the business of influencing consumers. Willcox has done an amazing job of collecting vast amounts of research and data about how we REALLY make decisions and consolidated it into a single, approachable book. It's like the Cliffs Notes for a graduate degree in behavioral science. The end of each chapter includes a great summary of the key take-aways as well as feedback from Willcox's network of global thought leaders. Curt Munk said A compelling and comprehensive review of the most interesting and. A compelling and comprehensive review of the most interesting and relevant behavioral science principles. Matthew’s text is must-read for anyone interested in understanding, influencing or predicting human behavior.
His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. 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. 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. 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.”—
Over that time he has helped organizations such as Levi Strauss and Co., Electronic Arts, Hilton Worldwide, Unilever, Nestle, Shell, GlaxoSmith-Kline, and American Express get their products chosen. In the process, he has helped his clients win eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and is a frequent speaker at busin
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. 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. Will