Habit: The 95% of Behavior Marketers Ignore

by Neale Martin

Book Overview

"The Samsung Instinct was designed to be habit forming. Inspired by pioneering work by Dr. Neale Martin, Sprint and Samsung created the Instinct interface from the bottom up to work the way your brain works." --Doug Rossier, Sprint Instinct Marketing Lead "In Habit, Neale Martin provides what seems to be a simple observation--that human behavior is largely managed through subconscious process. In startling fashion, Martin makes this point...

• Format: Paperback
• Language: English
• ISBN: 013707011X
• ISBN13: 9780137070114
• Release Date: June 2008
• Publisher: FT Press
• Length: 191 Pages
• Weight: 0.72 lbs.
• Dimensions: 0.4" x 6.2" x 9.1"

Customer Reviews

Must read for all marketers and managers

Takes a simple premise, most of our customer purchase behavior is done on autopilot, and goes about explaining why so much of our marketing ideas don't work. Makes sense, is readily applicable, and a great read.

Give it a 6th star!

You will yellow pen this book to death! Plan on buying a second just to have a clean copy. Page after page has insightful behavioral understanding that marketers have not necessarily ignored, but are only learning about now thanks to the evolution of modern scans. Today, can we see and understand the way we receive and react to stimuli. In HABIT, Neale Martin has brought us to the new science of positioning to the way the brain works. This book is for anyone in business or human sciences.

It's automatic

This short and useful book's Big Idea:what we do is automatic. People take decisional shortcuts because it makes their lives easier. They are unaware of even doing so. What's this mean for business and marketing? With a customer or clinet, toss out the consultant idea of doing a satisfaction survey---it only reminds them that they have options and interurpts the automatic decision making, elevating your service to the attention of the "executive" mind. Reinforce at the right times: salepeople entertain before the prospect makes a purchase and thus the prospect thinks if I buy, then the good stuff stops so they don't. The timing of the conditioning is ,well, the cart before the horse. Always be honest and protect the brand. Customers are constantly scanning to see if you do. Appeal to emotions. Facts and benefits get you no where. There is lots more. A good book for shaping how you look at selling and business development.

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!