The Business of Choice: Marketing to Consumers' Instincts

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The Business of Choice: Marketing to Consumers' Instincts La revue

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Understand how to change behavior and make your brand the instinctive, intuitive, easy choice!

• Discover powerful new ways to simplify and guide consumer decisions
• Gain actionable insights into how social influence, feelings about the future and comparisons make choices instinctive.
• See how the often-surprising findings and latest thinking from neuroscience, evolutionary psychology, and the behavioral and social sciences can help your business

Whatever your marketing or behavioral objective, you'll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people's decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.
 
Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB's Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so that they continue to choose your brand or business.
 
Today, your customers face more choices, through more channels, in a world that seems to move faster then ever. To successfully influence those choices, marketers need to understand how humans choose.
 
The work of thousands of decision science researchers around the world seeks to provide the answers to this. In The Business of Choice, Matthew Willcox makes sense of the science and helps you apply it to your own marketing and brand strategies.
 
Willcox illuminates how the brain's decision-making systems have been evolving for millions of years, and shape consumer choices about everything from toothpaste to clothing to smartphones and retirement plans. You'll discover how, even if the choices people make sometimes seem irrational, they make sense if seen through the lens of human nature. You'll see how understanding this, and aligning your products and brands with the way humans naturally decide is the key to making your brand or business a natural choice.

• LEVERAGE THE LATEST FINDINGS FROM BEHAVIORAL SCIENCE -- How advances in the behavioral sciences can reshape your approach to marketing and brand strategy
• MAKE IT EASY--FOR MIND AND BODY -- Appeal to humans' deep innate desire to conserve physical and mental energy
• PUT THE NON-CONSCIOUS MENTAL SHORTCUTS THAT PEOPLE USE TO WORK FOR YOU -- See how familiarity, sequencing, context, comparison, and affirmation can make people's decision to choose your product intuitive
• RETHINK YOUR RESEARCH FOR GREATER ACCURACY AND EFFECTIVENESS -- Understand consumers' behavior even when they can't tell you what they'll do (or why they'll do it)

The Business of Choice will be an invaluable resource for all sales and marketing executives, strategists, agency professionals, and everyone in MBA-level marketing classes or programs..

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Dear Chairman: Boardroom Battles and the Rise of Shareholder Activism

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Dear Chairman: Boardroom Battles and the Rise of Shareholder Activism Info

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Recent disputes between shareholders and major corporations, including Apple and DuPont, have made headlines. But the struggle between management and those who own stock has been going on for nearly a century. Mixing never-before-published and rare, original letters from Wall Street icons including Benjamin Graham, Warren Buffett, Ross Perot, Carl Icahn, and Daniel Loeb with masterful scholarship and professional insight, Dear Chairman traces the rise in shareholder activism from the 1920s to today, and provides an invaluable and unprecedented perspective on what it means to be a public company, including how they work and who is really in control..

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Corporate Financial Accounting

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Corporate Financial Accounting Info

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Close the gap between homework and exam performance with Warren/Reeve/Duchac's CORPORATE FINANCIAL ACCOUNTING 14E and CengageNOW™v2! Market-leading CORPORATE FINANCIAL ACCOUNTING has been on the forefront of innovation and change based on the needs of today's teaching and learning environment. Warren/Reeve/Duchac's CORPORATE FINANCIAL ACCOUNTING 14E, now available as a bundle option with CengageNOW™v2, helps elevate student thinking with content that addresses each stage of the learning process from motivation to mastery. This integrated system motivates students to learn, provides practice opportunities to better prepare for exams, and helps students achieve mastery with tools to help them make connections and see the big picture. The Complete Learning System in CORPORATE FINANCIAL ACCOUNTING and CengageNOWv2 is built around the way students use textbooks and online resources to learn, study and complete homework, allowing them to achieve ultimate success in this course. New content includes author-written Dynamic Exhibits that allow students to see connections and relationships like never before! Dynamic Exhibits allow students to change the variables in a scenario and see how a change ripples through the accounting system, helping students understand how concepts relate to one another. In addition to the many new digital assets created for this edition, the textbook content itself has also been revised to include the new revenue recognition standard and a greater emphasis on service companies in the managerial accounting chapters. The end goal of Warren/Reeve/Duchac's CORPORATE FINANCIAL ACCOUNTING and CengageNOWv2 is to elevate thinking and create more empowered and prepared students--ready to take on the rest of their educational and career goals..

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The Spice Route: A History (California Studies in Food and Culture)

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The Spice Route: A History (California Studies in Food and Culture) Description

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The Spice Route is one of history’s greatest anomalies: shrouded in mystery, it existed long before anyone knew of its extent or configuration. Spices came from lands unseen, possibly uninhabitable, and almost by definition unattainable; that was what made them so desirable. Yet more livelihoods depended on this pungent traffic, more nations participated in it, more wars were fought for it, and more discoveries resulted from it than from any other global exchange. Epic in scope, marvelously detailed, laced with drama, The Spice Route spans three millennia and circles the world to chronicle the history of the spice trade. With the aid of ancient geographies, travelers’ accounts, mariners’ handbooks, and ships’ logs, John Keay tells of ancient Egyptians who pioneered maritime trade to fetch the incense of Arabia, Graeco-Roman navigators who found their way to India for pepper and ginger, Columbus who sailed west for spices, de Gama, who sailed east for them, and Magellan, who sailed across the Pacific on the exact same quest. A veritable spice race evolved as the west vied for control of the spice-producing islands, stripping them of their innocence and the spice trade of its mystique. This enthralling saga, progressing from the voyages of the ancients to the blue-water trade that came to prevail by the seventeenth century, transports us from the dawn of history to the ends of the earth.

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White Coat Tales: Medicine's Heroes, Heritage, and Misadventures

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This new edition of White Coat Tales presents intriguing stories that give historical context to what we do in medicine today―the body’s “holy bone” and how it got its name, a surprising reason why gout seemed to be so prevalent several centuries ago, and the therapeutic misadventure that shortened the life of Eleanor Roosevelt.  In addition to many new tales, this revised edition contains 128 illustrations, such as images of Baron von Münchhausen aloft with cannonballs and Vincent van Gogh’s portrait of his doctor showing a clue to the painter’s health. Read about legendary medical innovators, diseases that changed history, illnesses of famous persons, and  some epic blunders of physicians and scientists. The author is Robert B. Taylor, MD, Emeritus Professor, Oregon Health & Science University School of Medicine, and Professor, Eastern Virginia Medical School. Dr. Taylor is the author and editor of more than 33 medical books. 

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Delivering Happiness: A Path to Profits, Passion, and Purpose

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Delivering Happiness: A Path to Profits, Passion, and Purpose Info

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In Delivering Happiness, Tony Hsieh - the hip, iconoclastic, and widely-admired CEO of Zappos, the online shoe retailer - - explains how he created a corporate culture with a commitment to service that aims to improve the lives of its employees, customers, vendors, and backers. Using anecdotes and stories from his own life experiences, and from other companies, Hsieh provides concrete ways that companies can achieve unprecedented success. He details many of the unique practices at Zappos, such as their philosophy of allocating marketing money into the customer experience, the importance of Zappos's Core Values ("Deliver WOW through Service"), and the reason why Zappos's number one priority is company culture and his belief that once you get the culture right, everything else - great customer service, long-term branding - will happen on its own. Finally, Delivering Happiness explains how Zappos employees actually apply the Core Values to improving their lives outside of work, proving that creating happiness and record results go hand-in-hand.

The visionary CEO of Zappos explains how an emphasis on corporate culture can lead to unprecedented success.

Pay new employees 00 to quit. Make customer service the entire company, not just a department. Focus on company culture as the #1 priority. Apply research from the science of happiness to running a business. Help employees grow both personally and professionally. Seek to change the world. Oh, and make money too.

Sound crazy? It's all standard operating procedure at Zappos.com, the online retailer that's doing over billion in gross merchandise sales every year.

In 1999, Tony Hsieh (pronounced Shay) sold LinkExchange, the company he co-founded, to Microsoft for 5 million. He then joined Zappos as an adviser and investor, and eventually became CEO.

In 2009, Zappos was listed as one of Fortune magazine's top 25 companies to work for, and was acquired by Amazon later that year in a deal valued at over .2 billion on the day of closing.

In his first book, Tony shares the different business lessons he learned in life, from a lemonade stand and pizza business through LinkExchange, Zappos, and more. Ultimately, he shows how using happiness as a framework can produce profits, passion, and purpose both in business and in life. (edited by author)

Amazon Exclusive Author Q&A with Tony Hsieh, Author of Delivering Happiness

1. In the book you say, "I've been an entrepreneur for most of my life." Do you think people are born entrepreneurs or do they become them?

I think usually by the time you're 12 years old, you either have the entrepreneurial spirit or you don't. I would describe the entrepeneurial spirit as a combination of creativity and optimisim.

2. Could you name one particular experience that inspired you to create a company devoted to customer happiness?

For me, it's really been driven by daily examples of bad customer service in my everyday personal life.

3. Was the worm farm really the invaluable catalyst for forming your business and life philosophy?

My parents tell me that as a kid I was always trying to come up with different business ideas. The idea of starting a worm farm is my earliest memory of a business idea.

4. You say that you have always been an avid book reader. What are your favorite books? Which non-business book helped you grow professionally?

Business books: Good to Great, Peak, Tribal Leadership Made to Stick

Non-business books: The Happiness Hypothesis Comedy Writing Secrets The Game

5. What is the ratio between rebelling against conventional wisdom and sticking to the good old truths in building a successful business?

1:10

6. You describe your way to happiness starting with profits, then going through passion and finally getting to purpose. Is that the only path to business happiness?

No, that was just the path that I happened to take. Part of the purpose of the book is to help other entrepreneurs and business owners shortcut the process and encourage them to go straight to combining profits, passion, and purpose.

7. You seem to have taken risks with business ideas a lot while growing up. How do you recognize a risk that you shouldn't take?

I think it just comes down to really breaking down what the worst case scenario actually is. For most of us, we're lucky to live in a time and in a society where we aren't actually ever in danger of dying from starvation or lack of shelter. Most of us have friends whose couches we can crash on in the worst case scenario, so any "risk" we take in starting a company isn't actually that big a risk.

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Medicine and Religion: A Historical Introduction

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Medicine and Religion: A Historical Introduction La revue

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Medicine and Religion is the first book to comprehensively examine the relationship between medicine and religion in the Western tradition from ancient times to the modern era. Beginning with the earliest attempts to heal the body and account for the meaning of illness in the ancient Near East, historian Gary B. Ferngren describes how the polytheistic religions of ancient Mesopotamia, Egypt, Greece, and Rome and the monotheistic faiths of Judaism, Christianity, and Islam have complemented medicine in the ancient, medieval, and modern periods.

Ferngren paints a broad and detailed portrait of how humans throughout the ages have drawn on specific values of diverse religious traditions in caring for the body. Religious perspectives have informed both the treatment of disease and the provision of health care. And, while tensions have sometimes existed, relations between medicine and religion have often been cooperative and mutually beneficial.

Religious beliefs provided a framework for explaining disease and suffering that was larger than medicine alone could offer. These beliefs furnished a theological basis for a compassionate care of the sick that led to the creation of the hospital and a long tradition of charitable medicine.

Praise for Medicine and Health Care in Early Christianity, by Gary B. Ferngren

"This fine work looks forward as well as backward; it invites fuller reflection of the many senses in which medicine and religion intersect and merits wide readership."― JAMA

"An important book, for students of Christian theology who understand health and healing to be topics of theological interest, and for health care practitioners who seek a historical perspective on the development of the ethos of their vocation."― Journal of Religion and Health

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