This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version. Habit begins with a revolutionary premise–95% of human behavior is controlled by the unconscious mind. This fact exes the central flaw in marketing theory, market research, and a preponderance of business strategy–that customers are consciously aware of what they’re doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted everear, and why even satisfied customers aren’t loyal. In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds–and marketing is focused on the wrong one. By explaining how thend actually works, Martin shows how 50 years of marketing theory is deeply flawed, and how your customers’ habits thwart even your costliest marketing campaigns. Habit explains in practical terms how to work with both your...

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