“Habit reveals why traditional approaches to acquiring and keeping customers don’t work anymore. Dr. Martin shows that by focusing on behavior instead of attitudes and intentions, companies can radically improve not only how many customers they win, but how many they keep.”

— S. Somasegar Microsoft Senior Vice President Developer Division on Habit: The 95% of Behavior That Marketers Ignore

Habit: The 95% of Behavior That Marketers Ignore

ISBN: 9780137070114

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Habit: The 95% of Behavior That Marketers Ignore

by Neale Martin

​80% of new products fail. Billions of advertising pounds are wasted every year. Even “satisfied customers” abandon companies at the drop of a hat. How can this be? How can so many brilliant marketers and product developers be failing so thoroughly? Here’s how: they’ve focused their vast resources almost exclusively on the conscious mind, but it’s the unconscious mind that controls 95% of human behaviour. In Habit, Dr. Neale Martin presents powerful new research that reveals how the mind actually works and explains in practical detail the implications of this new science for marketers and product developers. You’ll learn why 50 years of marketing theory is deeply flawed, how your customers’ unconscious minds thwart your marketing campaigns, and how to identify what customers really want when they don’t even know. Using Martin’s techniques, you can not only avoid marketing and product failures: you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability.