How Customers Think: Essential Insights into the Mind of the Market

Abstract

Revolution?The title of this book is a tad sensational.As the authors say, today revolution refers to a radical change.To be a revolutionary is to be someone who threatens to overturn the world as we know it.But without question marketing is evolving and transforming in an attempt to match the rapid changes in the business marketplace and the unprecedented speed of new media communications.Any corporation faced with the new marketing landscape that does not change or does not reinvent itself from time to time will be rigid, and, as witnessed by some traditional household-name companies, will likely be forced out of business by the competition. Reasons and needs for changeWhat this book does rather well, in a colloquial way, is to pull together the reasons why marketing has to change.The changes, for example, in retail from groceries, financial services, travel, utilities etc through both traditional channels and more recently e-channels have created a new customer, who expects to be able to make his/her own choices from a wide range of options in most aspects of their lives.This attitude has broken up the traditional marketing/product life cycles that existed 20plus years ago.All this leads marketing to focus on the customer experience with the brand and service, to build stronger emotional bonds, develop better channel strategies and fully integrate segmentation within the core business.Customer insight and CRM