August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Introduction
Two kinds of people will pick up this book.
Some of you will be marketers who want scientifically proven ways to get people to do something—try, buy, buy again, recommend. Others will be marketers who want an effective way to stop people from doing something—say, ignore their targeted messages or switch to a competitor. Both seek ways to influence human behavior. And both will find what they’re looking for here.
To influence behavior, first you must understand why people do what they do. If you’ve been in marketing for any length of time, you’ve probably been bewildered by the behavior of some customers and prospects. You may market exactly what they need—the ideal product at the ideal price—yet they fail to read and reply.
This ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.