Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
Product ID: 487606155
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Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments. Review: An absolute gem for all sales/persuasion professionals - In her wonderfully researched and insightful book, Nancy Harhut makes a compelling case for the science of Behavioural Insights informing the art of marketing. From the reciprocity and scarcity principle to storytelling and autonomy Bias, she draws on the work of Dr. Robert Cialdini and others to wonderfully articulate many of the Behavioural Science principles that can have measurable and lasting results. An absolute must read. Review: An excellent book for marketing professionals - An amazing book for any marketing professional at any stage of their career! I’ve been working in marketing for over 20years and I love this book. It is full of real world information that you can apply across the marketing of any product or service!
| Best Sellers Rank | #437,870 in Books ( See Top 100 in Books ) #369 in Sales #645 in Marketing (Books) #2,446 in Management |
| Customer Reviews | 4.8 out of 5 stars 178 Reviews |
K**N
An absolute gem for all sales/persuasion professionals
In her wonderfully researched and insightful book, Nancy Harhut makes a compelling case for the science of Behavioural Insights informing the art of marketing. From the reciprocity and scarcity principle to storytelling and autonomy Bias, she draws on the work of Dr. Robert Cialdini and others to wonderfully articulate many of the Behavioural Science principles that can have measurable and lasting results. An absolute must read.
F**7
An excellent book for marketing professionals
An amazing book for any marketing professional at any stage of their career! I’ve been working in marketing for over 20years and I love this book. It is full of real world information that you can apply across the marketing of any product or service!
J**M
Jeden Cent wert.
Ich war im ersten Moment etwas skeptisch, ob mich das Buch tatsächlich begeistern kann, da mir die Autorin nicht bekannt war und das Buch auch nicht mega viele Bewertungen hat. Trotzdem wollte ich es probieren, da mich der Titel sehr ansprach - genau was ich suchte. Meine Angst war trotzdem, dass der vielversprechende Titel und der Untertitel leider nur leere Worte waren und mich der tatsächliche Inhalt enttäuschen würde. Tja, weit gefehlt. Schon nach den ersten Seiten wusste ich, dass ich von diesem wissenschaftlich fundierten Buch sehr viel lernen würde. Ich kann euch nicht sagen, wie begeistert ich war und immer noch bin. Das Buch ist inhaltlich so gehaltvoll und praxisnah - ich war hin und weg. Hier wird jeder zum absoluten Marketingexperten und die, die es schon sind oder sich so bezeichnen würden, können trotzdem noch viel lernen. Da bin ich mir zu 100% sicher. Das Tolle sind aber nicht nur die Inhalte an sich, sondern wie sie von der Autorin erklärt werden. Überall gibt es kleine Anekdoten und Erfahrungen aus dem Leben von Nancy Harhut, der Autorin, oder Geschichten über Kundenprojekte, die inhaltlich zum jeweiligen Thema der Kapitel passen. Dazu werden die wissenschaftlichen Hintergründe erklärt, wodurch man viel über die menschliche Psychologie lernen kann. Außerdem gibt es etliche Zusammenfassungen und kleine Boxen, in denen besonders wichtige Sachverhalte erklärt oder wiederholt werden. Man merkt, wie viel Arbeit und jahrelanges Wissen in dieses Buch geflossen ist und es wär eine Verschwendung, es nicht für sich zu nutzen. Ich empfehle es jedem, der sich für Marketing und, oder Wirtschaftspsychologie interessiert und keine Probleme damit hat, ein englisches Fachbuch zu lesen. 5/5 Sternen!!!
C**N
Only marketing book you need. 10/10.
10/10
A**T
A Must-Read for Marketers Looking to Elevate Their Strategies
Using Behavioral Science in Marketing by Nancy Harhut is an absolute game-changer! As someone deeply invested in the art and science of marketing, I found this book to be an incredible resource packed with actionable insights. Nancy has a gift for breaking down complex behavioral science principles into easy-to-understand strategies that you can immediately apply to your campaigns. Her examples are compelling, and the tips she shares are grounded in research, making them both practical and effective. Whether you’re trying to craft the perfect email subject line, influence customer decision-making, or simply understand what makes people say “yes,” this book delivers value on every page. Highly recommend for marketers, entrepreneurs, and anyone looking to make their messaging more impactful. I’m already applying some of her strategies, and the results have been impressive!
A**R
Actionable, Interesting, Insightful, and Awesome
As a life-long, passionate marketer who enjoys staying current with the latest marketing/branding/communications trends, best practices, and perspectives I have read so many marketing books over the years. I can genuinely say that this book is right up there as one of the very best marketing books I have read during my 20+ years in advertising and marketing. I am fascinated with the role psychology, emotions, and behaviorial sciences play in marketing and decision making. This awesome book is so actionable, incredibly interesting, insightful, and awesome. I always looked forward to reading it at lunch and in bed at night. After just the first couple of chapters, I was already implementing concepts into my agency's marketing messaging and executions. This book is also equal parts marketing book and handbook; as I will keep it handy and keep refering to this valuable handbook itself and all my margin notes throughout. I could not recommend this book more!
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