Why we shop

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Douglas Van Praet

"For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"--

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Michael R. Solomon

In this textbook on consumer behaviour the author looks at how the field of marketing is influenced by the actions of consumers and also how we, as consumers, are influenced by marketers.

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Felipe Korzenny, Betty Ann Korzenny

"Hispanic Marketing shows marketers how to best reach the widely misunderstood Hispanic demographic. Each chapter describes and explains the cultural principles of Hispanic marketing. Recent case studies in full color help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action."--Jacket.

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Nancy K. Eberhardt

"In business and in life : the shortest distance between two points is straight talk! Candor doesn't necessarily come naturally. It requires practice, but one can learn the behaviors and authentic ways of speaking that tap into the power of candor. With her executive experience, Nancy knows how to help people build success from the inside out. She coaches them to understand their passions, identify a vision, and follow through with velocity. If you feel you are working harder than ever but falling short on your desired results, Uncommon Candor will give you a fresh and non-nonsense approach for moving the needle"--Page 4 of cover.