00898cam0-22003371i-450-99000374366040332120120612134023.0000374366FED01000374366(Aleph)000374366FED0100037436620030910d1975----km-y0itay50------baengUSy-------001yySociologya Biographical ApproachPeter L. Berger, Brigitte Berger2. ed.New YorkBSSic Books1975x, 406 p.24 cm001000860977Sociologia301Berger,Peter Ludwig<1929- >119506Berger,Brigitte<1928- >ITUNINARICAUNIMARCBK990003743660403321301 BER 21897BFSBFSSociology509433UNINA04165nam 22007935 450 991025494320332120251030103922.09781137534309113753430310.1057/978-1-137-53430-9(CKB)3710000000830465(DE-He213)978-1-137-53430-9(MiAaPQ)EBC4720186(iGPub)SPNA0042191(PPN)228322251(Perlego)3487098(EXLCZ)99371000000083046520160820d2016 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierThe Intuitive Customer 7 Imperatives For Moving Your Customer Experience to the Next Level /by Colin Shaw, Ryan Hamilton, Ryan Hamilton1st ed. 2016.London :Palgrave Macmillan UK :Imprint: Palgrave Macmillan,2016.1 online resource (XIX, 216 p. 23 illus.)9781349576067 1349576069 9781137534286 1137534281 Includes bibliographical references and index.Consumers are unreasonable – but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool ourselves into believing that we are not being unreasonable. The funny thing is that those gut choices consumers make are often better than the ones they make when they actively and rationally consider their options. In other words – consumers are sensibly unreasonable. The problem is that a lot of marketing is reasonable – but stupid. Why does every marketing brochure include a list of features and benefits that are based on the assumption that consumers are making a logical, cognitive choice? We know that they are not, but we keep doing it! By concentrating on providing cognitive solutions to emotional needs, marketing is trying to solve the wrong problem. What matters is how customers feel. You need to understand what makes consumers behave a certain way and then use that knowledge to shape the experience you deliver to the customer. This book is about Behavioral Economics and consumer psychology. Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational) and others, Shaw and Hamilton unpack this new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.MarketingIndustrial organizationEconomicsSociological aspectsStrategic planningLeadershipDevelopment economicsMarketing researchBusiness intelligenceMarketingOrganizationEconomic SociologyBusiness Strategy and LeadershipDevelopment EconomicsMarket Research and Competitive IntelligenceMarketing.Industrial organization.EconomicsSociological aspects.Strategic planning.Leadership.Development economics.Marketing research.Business intelligence.Marketing.Organization.Economic Sociology.Business Strategy and Leadership.Development Economics.Market Research and Competitive Intelligence.658.8Shaw Colinauthttp://id.loc.gov/vocabulary/relators/aut784886Hamilton Ryanauthttp://id.loc.gov/vocabulary/relators/autHamilton Ryanauthttp://id.loc.gov/vocabulary/relators/autBOOK9910254943203321The Intuitive Customer2069869UNINA