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010   $a9781137534309
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035   $a(DE-He213)978-1-137-53430-9
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035   $a(iGPub)SPNA0042191
035   $a(PPN)228322251
035   $a(Perlego)3487098
035   $a(EXLCZ)993710000000830465
100   $a20160820d2016      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 14$aThe Intuitive Customer $e7 Imperatives For Moving Your Customer Experience to the Next Level /$fby Colin Shaw, Ryan Hamilton, Ryan Hamilton
205   $a1st ed. 2016.
210  1$aLondon :$cPalgrave Macmillan UK :$cImprint: Palgrave Macmillan,$d2016.
215   $a1 online resource (XIX, 216 p. 23 illus.)
311 08$a9781349576067 
311 08$a1349576069 
311 08$a9781137534286 
311 08$a1137534281 
320   $aIncludes bibliographical references and index.
330   $aConsumers 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.
606   $aMarketing
606   $aIndustrial organization
606   $aEconomics$xSociological aspects
606   $aStrategic planning
606   $aLeadership
606   $aDevelopment economics
606   $aMarketing research
606   $aBusiness intelligence
606   $aMarketing
606   $aOrganization
606   $aEconomic Sociology
606   $aBusiness Strategy and Leadership
606   $aDevelopment Economics
606   $aMarket Research and Competitive Intelligence
615  0$aMarketing.
615  0$aIndustrial organization.
615  0$aEconomics$xSociological aspects.
615  0$aStrategic planning.
615  0$aLeadership.
615  0$aDevelopment economics.
615  0$aMarketing research.
615  0$aBusiness intelligence.
615 14$aMarketing.
615 24$aOrganization.
615 24$aEconomic Sociology.
615 24$aBusiness Strategy and Leadership.
615 24$aDevelopment Economics.
615 24$aMarket Research and Competitive Intelligence.
676   $a658.8
700   $aShaw$b Colin$4aut$4http://id.loc.gov/vocabulary/relators/aut$0784886
702   $aHamilton$b Ryan$4aut$4http://id.loc.gov/vocabulary/relators/aut
702   $aHamilton$b Ryan$4aut$4http://id.loc.gov/vocabulary/relators/aut
906   $aBOOK
912   $a9910254943203321
996   $aThe Intuitive Customer$92069869
997   $aUNINA