Must Marketing Reading

books:


	• Habit: The 95% of Behavior Marketers Ignore Neale Martin FT Press, 2008 - 208 pages average customer review:based on 2 reviews view larger image
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Great read!

Provocative and insightful. Dr. Martin's book is a thought provoking piece for anyone in the Marketing and General Business arena. Highly recommended!

Must Marketing Reading

Bottom line: this is the best book on (customer) loyalty marketing since Reicheld's "The Loyalty Effect" and a great complement to it given its explanation of the neuroscience behind customer behavior as it relates to habit.

As marketing becomes increasingly accountable for top- and bottom-line impact, understanding the concept of habit as it relates to customer behavior is critical.

If you buy at Amazon you know how easy -- and habit forming -- it is to shop here. This book demonstrates how the power of habit, relative to customer purchase and usage decisions, has been grossly undervalued.

"Habit" gives the scientific context by gradually explaining how the human brain works in easy layman's terms and then illustrates how this significantly impacts the difference between the expected behavior (traditionally just supported by marketing research) and actual actions taken by an individual.

Having practiced loyalty marketing for 20 years now, this book is more than a theory but is in fact an overlooked reality of customer behavior.

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