Consumer Behavior For Dummies [Paperback]

Laura Lake (Author)

Book Description

Publication Date: May 11, 2009

Get into the minds of consumers and increase your revenue!

Want to better understand why consumers think and act the way they do? This practical guide gives you the tools to identify the influences that affect their purchasing behavior. It also shows you how to apply that knowledge as you develop a marketing strategy that speaks directly to their needs. You'll see how to capture their attention, motivate them to purchase your products and services, earn their loyalty, and much more.

• Why do they buy? — understand the decision-making process consumers go through when considering a purchase

• Apply behavior to marketing — learn the 4Ps of marketing and how consumer behavior plays a role in each

• Gain a deeper understanding of the individual consumer — gauge a consumer's motivation, emotions, perception, and attitude and use them to predict and change buying intentions

• Explore external influences on customers — from cultures to family life cycles to household structures and social groups, see how purchasing patterns are affected

• Craft your marketing strategy — use consumer knowledge to delve into market research, identify key segments, and launch into untapped markets

• Implement your plan — create powerful positioning strategies and reach customers where they're at with a message that motivates them

Open the book and find:

• Actionable, real-world insight and advice

• Tips to help you lead consumers from attention to action

• Research techniques and marketing tips

• How self-concepts and lifestyle change consumer behavior

• Methods for cultivating repeat business and loyalty

• Ways to protect against consumer misbehavior

• Advice on encouraging new product adoption

• Ten ways to enhance customer satisfaction

Editorial Reviews

About the Author

Laura A. Lake has been involved in the marketing industry since 1997. She has worked with many companies, assisting them in understanding consumer behavior and the management and implementation of the findings within. In 2008, Lake founded her own successful marketing agency and sales training company.

Product Details

• Paperback: 384 pages
• Publisher: For Dummies; 1 edition (May 11, 2009)
• Language: English
• ISBN-10: 0470449837
• ISBN-13: 978-0470449837
• Product Dimensions: 9.2 x 7.3 x 0.9 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #678,429 in Books (See Top 100 in Books)

More About the Author

Laura has been involved in the interactive and traditional marketing industry since 1998. She brings a user-centered perspective to marketing that promotes mutual benefits for both businesses and consumers. Marketing is her passion. She is the author of Consumer Behavior for Dummies and marketing columnist for About.com, a New York Times Company.

Laura's attributes her success in the marketing world from her understanding of the challenges companies face. She got her marketing chops the old fashioned way. She earned them. She has helped companies in the development of their marketing plans, understand their consumers, create a brand identity, assist in public relations, help in the utilization of internet marketing, social media and more. Her specialty is the development and creation of successful campaigns and strategies that utilize the knowledge of consumer behavior and turn those potential consumers into lifelong customers that increase the bottom line of businesses all over the world. She knows that effective marketing raises your bottom line revenues, lowers customer acquisition cost, increases customer retention and profitability.

Through years of experience in the marketing industry, she has helped thousands of business owners and marketing professionals with her down-to-earth writing, consulting and lectures. Her fresh perspective allows even small companies to benefit from marketing power without spending thousands of dollars.

Laura is the Vice President of Client and Interactive Services at Entrepreneur Advertising Group, a marketing agency based in Kansas City, Missouri that is focused on the marketing needs of entrepreneurs and small business.