Business : Consumer Behavior

Marketing based on averages brings average results. This is not good enough in today’s intensely competitive environment. Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens. In this innovative and groundbreaking book Torsten Nilson introduces the concept of the 'customized brand' - how to effectively adapt brands, whether mass-market or niche, to the needs and wishes of individual customers. more...

Price: $60.00

There is an old saying that you can't sell refrigerators to Eskimos. The reasoning behind this motto is that many Eskimos, at least those who live in Alaska, reside in such a cold environment that they don't need refrigeration. After all, if your home is an igloo made of ice, what good is refrigeration? But I maintain that you CAN sell refrigerators to people who live in the ice and snow. Just not for the same reason that the rest of the world would buy them. What people in California need is a machine that will produce the cold for them. What residents of the Arctic need is a machine that will protect their food and maintain an even temperature. Cold they have; it is control that they need. more...

Price: $7.95

This is a book about change. In particular, it’s about how our consumer culture is rapidly evolving to allow us to live better, richer lives for less. The catalyst to this change is eBay and similar sites that are quickly growing into mainstream shopping venues and creating unprecedented levels of liquidity for our everyday goods. The wave of the future will be temporary ownership—consumers will be able to buy what they really want because they’ll be able to easily sell it when they are ready to upgrade to the next item on their wish list. Veteran Web entrepreneur Daniel Nissanoff’s invaluable heads-up explores why this change is taking place and discusses what consumers and businesses can do in order to benefit from this new paradigm. ''Would you buy a used engagement ring? What about a used share of Google stock? What's the difference? This breathtaking, clear, compelling book by Daniel Nissanoff makes it clear that in the future, there is no difference.'' —Seth Godin, author of Purple Cow and Free Prize Inside. ''eBay and it imitators have profoundly changed the way consumers shop and buy, and Dan Nissanoff's FutureShop shows that what we've seen so far is only the beginning.'' —Michael Silverstein, Co-author of Trading Up and Senior Vice President, Boston Consulting Group. ''Dan Nissanoff's FutureShop is an insightful look at an explosive new trend, revealing that the future looks bright for consumers and entrepreneurs alike, and that the new auction culture is here to stay.'' —David Bach, Author of The Automatic Millionaire and Start Late, Finish Rich. ''Dan Nissanoff views the future with a 'jeweler's eye,' and FutureShop is a quantum jump in strategic thought.'' —Ed McQuigg, Director of Strategy, Richemont Group. more...

Price: $15.00

The ''market'' is the collective name for every act of buying and selling we participate in. It governs our economy and our lives, determining our values, our goals, and our accomplishments. We make it—and are made by it. In Is the American Dream Killing You? Paul Stiles shows how the pressures of the market are causing undue stress in all our lives. He explains why there is so little trust in companies, why it seems harder to feel secure, and why we never seem to be able to rest anymore. In this stunningly well-researched and elegantly argued book, Stiles shows that the harried, anxious lives we lead have one common pressure—the market. more...

Price: $10.95

Addresses many of the issues created by the Internet and goes beyond the topic of advertising and the web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. more...

Price: $160.00