Why Customers Do What They Do
By Cohen, Marshal

In today's rapidly shifting marketplace, brand loyalty has subsided and the consumer-of-the-moment rules. To successfully compete for customers' wallet share, you must connect with them, understand their buying habits, and anticipate their every move.

In Why Customers Do What They Do, Marshal Cohen, the chief industry analyst for The NPD Group and one of the foremost authorities on consumer behavior, gives managers responsible for branding, marketing, and sales strategies the ability to anticipate the needs, wants, and desires of today's consumer. Drawing on years of market research from The NPD Group, Cohen uncovers the major trends that drive consumer behavior, revealing why and how consumers' daily habits affect their purchasing behavior--and how this behavior will affect your business.

This groundbreaking book is the first to introduce Cohen's innovative action plan for reaching consumers. The 5E approach--Educate, Explore, Elevate, Entertain, and Evaluate--delivers the tools you need to rethink your business, marketing, and sales strategies and leverage upcoming consumer trends. Cohen provides solid insight and proven techniques into how you can:

  • Educate consumers, rather than just sell to them
  • Explore ways to let the consumer endorse your brand
  • Elevate awareness to prepare consumers for the next big thing
  • Entertain consumers and inspire purchase behavior
  • Evaluate the process yearly to lock-in a connection to your consumers

You'll learn from examples of companies thatutilize the techniques of the 5E's such as Wal-Mart, Apple, Estée Lauder, Merrell, and many others. And you'll see how to keep refining your brand, product, or service for optimum results--and revenue.

Don't get stuck in outdated marketing models that stall your company's progress. Read Why Customers Do What They Do to discover what consumers truly want and make your products and brands rise above the competition.



DOI: 10.1036/0071460365

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Author Biography

Marshal Cohen is the chief industry analyst for The NPD Group, Inc, a worldwide leader in market research and consumer behavior. His unique experience over 30 years in retail, manufacturing, and research, along with his passion for studying consumer behavior, has made him the authority on understanding and marketing to today's consumer. Cohen regularly appears as an expert commentator on many broadcast news outlets, including the Today Show,Good Morning America, CNN, and CNBC, and is extensively quoted in The Wall Street Journal, The New York Times, USA Today, Fortune, Time, and Women's Wear Daily. He is in high demand as a speaker at key industry events, such as the National Retail Federation's Annual Convention, The Fairchild Apparel Summit, and the American Apparel and Footwear Association's Annual Convention.


Why Customers Do What They Do
Author(s): Cohen, Marshal
ISBN: 0071460365
DOI: 10.1036/0071460365

Format: hardcover, 240 pages.
Pub date: 26 Oct 2005
Copyright: 2006
$24.95 US
Product Line: McGraw-Hill

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