All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Review

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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back ReviewI was first excited when I saw the basic premise that this book offers. Of course! I thought, this makes sense, customers DO behave irrationally. And this book (I hope) offers some insight as to how to use this to an advantage.
Well, that was wrong. Drawing from the work of others who actually did research in this field, Mr Cusick has basically nothing to add. A bibliography of the people he's read would provide more useful content than the entirety of his often aimlessly rambling work. Anything of any substance is work done by others, which I am now interested in reading. His own contribution to the subject is to promote his own company, which does consulting. And not even anything innovative or new.
In the first chapter he makes a point in the first few paragraphs. The point is that retaining customers is cheaper and easier than marketing for new ones. Then he spends the rest of the entire chapter repeating himself. And then he continues later in the book to repeat this again.
I kept hoping throughout this book that he would expose something of value in terms of how to use the customer's irrational subconscious. Got it, they're irrational. So what do you DO? His best answer to this is to do testing. Well, if you're in marketing and know what you're doing, you're already doing testing. So what? I don't need a book based on other people's research to tell me that.
I think he wrote the book to get his name and his company's name out there. To get more clients. It's more of a long-winded pamphlet for his firm than anything with any real substance.
Heck, if it were at least funny or engaging I would give it two stars, but even the delivery is dead flat.All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Overview

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Convergence Marketing: Strategies for Reaching the New Hybrid Consumer Review

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Convergence Marketing: Strategies for Reaching the New Hybrid Consumer ReviewAn "After The Dust Has Settled" realistic and compelling read on exactly how we all use the web, and several terrific examples of how real businesses - pure play web and brick & mortar - connect. The research, examples, and questions as to how to apply this methodology to every business' day-to-day operations is invaluable for anybody seeking to reach the Centaur in all of us.Convergence Marketing: Strategies for Reaching the New Hybrid Consumer Overview

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Distribution Channels: Understanding and Managing Channels to Market Review

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Distribution Channels: Understanding and Managing Channels to Market ReviewThis is an excellent summary of all the major principles involved in either running or engaging with a distribution channel. It is remarkable in this age of cost awareness the lack of financial understanding of the channel and the massive impact it can have on the performance of an organisation. This book really helps to identify the main levers that channel managers can pull to improve the performanceIt is set out in an easy to understand format and makes it easy to implement some of the basic principles.
This should be compulsory reading for all those either working in the channel of engaged with it..Distribution Channels: Understanding and Managing Channels to Market Overview

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Multichannel Marketing: Metrics and Methods for On and Offline Success Review

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Multichannel Marketing: Metrics and Methods for On and Offline Success ReviewIn this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics. He presents both theoretical advices and live examples of how his theories have been (can be) applied.
As a Web Analyst and an online marketer I look forward to adding the methods presented in the book to my repertoire. The jargon alerts alone are worth the read.
The book is very well written and should be required reading for marketers and analysts on the web. The interaction between online and offline is becoming more and more important, and companies must understand how to integrate all their marketing efforts.
I warmly recommend reading this book.
Multichannel Marketing: Metrics and Methods for On and Offline Success Overview

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