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  1. 7.0 hrs • 6/14/2016 • Unabridged

    The New York Times bestselling author of Contagious explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat—in this fascinating and groundbreaking work. If you’re like most people, you think that your choices and behaviors are driven by your individual, personal tastes and opinions. You wear a certain jacket because you liked the way it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong. Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous occasion. Even strangers have a startling impact on our judgments and decisions: our attitudes toward a welfare policy shift if we’re told it is supported by Democrats versus Republicans (even though the policy is the same in both cases). But social influence doesn’t just lead us to do the same things as others. In some cases we conform, or imitate others around us. But in other cases we diverge, or avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like a soccer mom. In his surprising and compelling Invisible Influence, Jonah Berger integrates research and thinking from business, psychology, and social science to focus on the subtle, invisible influences behind our choices as individuals. By understanding how social influence works, we can decide when to resist and when to embrace it—and how we can use this knowledge to make better informed decisions and exercise more control over our own behavior.

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    Invisible Influence

    7.0 hrs • 6/14/16 • Unabridged
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  2. 3.0 hrs • 2/1/2016 • Unabridged

    Our new digital landscape has spawned an entrepreneurial culture and the belief that anyone with a laptop and an Internet connection has the power to change the world—to create an idea that flies. But for every groundbreaking business that started this way, a thousand others have stalled or failed. Why? What’s the secret to success? What do Khan Academy, the GoPro camera, the Dyson vacuum cleaner, and Kickstarter have in common? After years of consulting with hundreds of innovators, creatives, entrepreneurs, and business leaders to help them tell the stories of their ideas, I have discovered something: every business that flies starts not with the best idea, the biggest budget or better marketing, but with the story of someone who wants to do something—and can’t. We don’t change the world by starting with our brilliant ideas, our dreams; we change the world by helping others to live their dreams. The story of ideas that fly is the story of the people who embrace them, love them, adopt them, care about them and share them. Successful ideas are the ones that become meaningful to others—helping them to see what’s possible for them. Our ideas fly when we show others their wings.

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    Meaningful

    3.0 hrs • 2/1/16 • Unabridged
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  3. 9.4 hrs • 8/1/2015 • Unabridged

    Science has made the leap from the lab to come to a store near you—and the effects on us are phenomenal. Corporations in hyper-competition are now using the new mind sciences to analyze how and when we shop, and the hidden triggers that persuade us to consume. From bargains in the Big Apple to the bustling bazaars of Istanbul, from in-store to interactive and online to mobile, neuromarketing pioneer Dr. David Lewis goes behind the scenes of the persuasion industry to reveal the powerful tools and techniques, technologies and psychologies seeking to stimulate us all to buy more—often without us consciously realizing it. A revelatory inside story, The Brain Sell is a tale of engineered behaviors and atmospherics; of subliminal messaging; and of TVs that sometimes watch us while we’re watching them. During his journey, Lewis explores fascinating questions such as: Why should a particular font used to describe soup make it taste better? Why do some retailers actively encourage shoppers to haggle? How do the tools and techniques of “the brain sell” influence shopper behavior, and what can you, as a retailer or marketer, learn from them? Informed, illuminating, stimulating: you cannot afford to miss The Brain Sell.

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    The Brain Sell

    9.4 hrs • 8/1/15 • Unabridged
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  4. 8.1 hrs • 4/22/2014 • Unabridged

    This marketing classic has been expanded to include new commentary and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today’s marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

    Available Formats: Download, CD

    The 22 Immutable Laws of Branding

    8.1 hrs • 4/22/14 • Unabridged
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  5. 6.8 hrs • 3/5/2013 • Unabridged

    What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most Emailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why antidrug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, emails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

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    Contagious

    6.8 hrs • 3/5/13 • Unabridged
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  6. 10.2 hrs • 7/15/2012 • Unabridged

    Haven't women gotten everything they want? Economic power? Social influence? Business clout? Yes, but it turns out that these fantastic gains have come at a heavy price, as consumer goods experts Michael J. Silverstein and Kate Sayre discovered in an unprecedented study of 12,000 women in forty countries. That relentless upward climb has left women feeling stressed out, time starved, and overburdened. As a result, they look to products and services that will help them claw back time, juggle multiple roles, and capture a few moments of enjoyment. Women want more—much more, in every category of goods and services. And no matter what their age or economic situation or where they live in the world, women will spend trillions of dollars over the next decade on the brands that truly deliver: –Home-cleaning products that enable women to do in an hour what used to take a day –Financial-services products that recognize that women control half the United States' wealth –Food products that help keep the whole family happy and healthy –Health care services designed for working-women's hectic schedules In the coming years, women's influence will be so enormous that it will not only help bring us out of the economic downturn but also create one of the most dramatic market opportunities of our lifetime—bigger than the rise of China and India; more sustainable than any bailout package. Through quantitative data, profiles of individual women, and stories of winning companies, Women Want More provides business leaders with the understanding and practices they need to capture their share of the rising "female economy."

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    Women Want More

    10.2 hrs • 7/15/12 • Unabridged
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  7. 3.1 hrs • 7/15/2012 • Abridged

    As we move into the twenty-first century the most important question for businesses everywhere is: What are we going to do about the Internet? The two most qualified people in the country to answer that question may be Al Ries and Laura Ries. Not only are they the authors of the BusinessWeek bestseller The 22 Immutable Laws of Branding, they are also consultants to dozens of Fortune 500 companies. This book is the result of their hands-on work with both large and small companies as well as Internet start-ups and established Internet brands. Brash, bold, and mercifully succinct, The 11 Immutable Laws of Internet Branding is the definitive text for businesses eager to jump on the Internet expressway. In the book you’ll learn why: – The Internet can be a business or a medium for your brand, but not both. – Interactivity is the single most important ingredient of any Internet site. – The kiss of death for an Internet brand is a common name. – Being second in a category is tantamount to being nowhere. – You have to be fast. You have to be first. You have to be focused. – Everyone is talking about convergence while just the opposite is happening. The 11 Immutable Laws of Internet Branding will also give you tangible information on how to successfully build your company, product, service, or self into a hot and profitable brand on the Internet. Specifically you’ll learn how to: – Build a brand that will dominate a category over an extended period of time. – Find a proper name (instead of a common one) for your Website. – Take your brand into the global marketplace. – Avoid the biggest mistake in Internet branding: the belief that you can do everything. – Take advantage of the transformations that will occur in all aspects of life, thanks to the power of the Internet. With characteristic counterculture observations and signature marketing savvy, Ries and Ries bring their expertise to branding on the Internet, the most challenging problem in the world of marketing today. No one who wants to turn a brand into a global phenomenon should ignore their sage advice.

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    The 11 Immutable Laws of Internet Branding

    Read by Al Ries and Laura Ries
    3.1 hrs • 7/15/12 • Abridged
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  8. 7.5 hrs • 11/7/2011 • Unabridged

    From bestselling author and Internet pioneer Steven Johnson, an essential book for anyone interested in innovation: the key texts on the topic from a wide range of fields as well as interviews with successful, real-world innovators, prefaced with an original essay from Johnson that draws upon his own experiences as an entrepreneur and author In The Innovator’s Cookbook, Johnson compiles the best and most influential foundational texts and essays from field leaders including Stewart Brand, Clayton Christensen, Richard Florida, Teresa Amabile, Peter Drucker, Amar Bhide, and many more. New conversations on innovation from Ray Ozzie (former chief software architect at Microsoft), Beth Noveck, Jon Schnur, Katie Salen, Tom Kelley, and Brian Eno are included. Innovation is today’s buzzword for a reason. The need to push forward, find new paths and new ideas in an ever-evolving world, is a vital part of business, of education, of politics, of our daily lives. Building on the success of Johnson’s Where Good Ideas Come From—one of the most acclaimed business books of 2010—The Innovator’s Cookbook makes a major new contribution to this vital conversation.

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    The Innovator’s Cookbook

    7.5 hrs • 11/7/11 • Unabridged
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  9. 11.8 hrs • 10/11/2011 • Unabridged

    In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applications—not just for people in business but also for social activists, government leaders, non-profit managers, and other would-be innovators. To succeed in their various missions, all these groups need to master such ground-breaking concepts as the hassle map (and the secrets of fixing it); the curse of the incomplete product (and how to avoid it); why “very good” does not equal “magnetic”; how what you don’t see can make or break a product; the art of transforming fence sitters into customers; why there’s no such thing as an average customer; and why real demand comes from a 45-degree angle of improvement (rather than the five degrees most organizations manage).

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    Demand

    By Adrian J. Slywotzky, with Karl Weber
    11.8 hrs • 10/11/11 • Unabridged
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  10. 7.3 hrs • 4/26/2011 • Unabridged

    Paco Underhill, the author of the hugely successful Why We Buy and Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service “female friendly.” Underhill offers a tour of the world’s marketplace—with shrewd observations and practical applications to help everybody adapt to the new realities. As large numbers of women become steadily wealthier, more powerful, and more independent, their choices and preferences are transforming our commercial environment in a variety of important ways, from the cars we drive to the food we eat; from how we buy and furnish our homes to how we gamble, play, and use the Internet—in short, how we spend our time and money. With the same flair and humor that made his previous books universally appealing, Underhill examines how a woman’s role as homemaker has evolved into homeowner and what women look for in a home. How the home gym and home office are linked to the women’s health movement and home-based businesses. Why the refrigerator has trumped the stove as the crucial appliance. How every major hotel chain in the world has redesigned rooms and services for the female business traveler. Why some malls, appealing to women, are succeeding while others fail. What women look for online and why some retail websites, like Amazon, attract women while other sites turn them off. “The point is,” writes Underhill, “while men were busy doing other things, women were becoming a major social, cultural, and economic force.” And, as he warns, no business can afford to ignore their power and presence.

    Available Formats: Download, CD, MP3 CD, Digital Rental
    What Women Want by Paco Underhill

    What Women Want

    7.3 hrs • 4/26/11 • Unabridged
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  11. 10.4 hrs • 10/27/2009 • Unabridged

    From Google to Facebook, a respected journalist delves into how a “viral loop” can make an online business a success. Many of the most successful Web 2.0 companies, including MySpace, YouTube, eBay, and rising stars like Twitter and Flickr, are prime examples of what journalist Adam L. Penenberg calls a “viral loop”—to use the product means having to share it with others. After all, what’s the sense of being on Facebook if none of your friends are? The end result is a business that spreads rapidly, scales quickly, and has the promise to create staggering wealth. In this game-changing, essential book, Penenberg—who identified the phenomenon in a groundbreaking cover story for Fast Company—tells the fascinating, vivid story of the entrepreneurs who first harnessed the unprecedented potential of viral loops to create the successful online businesses (some with billion-dollar valuations) that we have all grown to rely on. While Viral Loop is fascinating for Penenberg’s savvy, incisive explanation of the concept, it’s even more valuable for its prescriptive nature. Throughout the book, Penenberg illustrates how any kind of business can uncork viral loops to benefit its own bottom line, even retrofitting the concept for the offline world. Penenberg explores viral loops and their impact on contemporary American business, while illustrating how all kinds of businesses—from the smallest start-ups to nonprofit organizations to the biggest multinational corporations—can use the paradigm-busting power of viral loops to enable their business through technology.

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    Viral Loop

    10.4 hrs • 10/27/09 • Unabridged
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  12. 6.7 hrs • 1/16/2009 • Unabridged

    The search for any marketing strategy is the search for the obvious. In this audiobook, marketing guru, Jack Trout clears up the confusion that surrounds the marketing profession. Instead of focusing on segmentation or customer retention or search engine optimization or data mining, marketers should be searching for that simple, obvious differentiating idea. Marketers not looking for the obvious had better have a very low price.  To bring these principles for finding the obvious to life, Trout finds obvious solutions to today’s troubles for the likes of GM, Coke, Wal-Mart, newspapers, and the bewildering beer business. The fundamental problem is that professional marketers overlook the most obvious and effective ideas entirely, in an attempt to be clever or creative. But if an idea is obvious to you, it will be obvious to your consumer—which is why it will work.

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    In Search of the Obvious

    6.7 hrs • 1/16/09 • Unabridged
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  13. 5.2 hrs • 5/15/2007 • Unabridged

    The former creative director and co-CEO of Barneys joins forces with a celebrated twenty-eight-year-old marketing maverick to teach readers how to break through the clutter and achieve a relevant point of difference in this entertaining and imminently readable book. Cool isn’t just a state of mind, a celebrity fad, or an American obsession—it’s a business. Combining Gene Pressman’s revolutionary creative vision with Noah Kerner’s marketing expertise, Chasing Cool digs beneath the surface and reveals how emphasizing long-lasting relevance trumps a fleeting preoccupation with what’s hot and what’s not. Although other books have zeroed in on a single aspect of the cool factor, Chasing Cool expands the playing field by including interviews with business icons, in-depth research, and personal anecdotes. This stunning reference includes interviews with more than seventy of today’s most respected luminaries, from Tom Ford and Russell Simmons to Richard Meier and Bonnie Fuller. In a multidimensional, entertaining, and imminently readable book that redefines how to appeal to today’s savvy consumer, Pressman and Kerner explore the lessons to be learned by America’s shortsighted search for the ever-popular concept of cool.

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    Chasing Cool

    5.2 hrs • 5/15/07 • Unabridged
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  14. 4.6 hrs • 7/1/2001 • Abridged

    In The Millionaire Next Door, Tom Stanely identified the millionaires around you. In the Millionaire Mind, he told you how they think. Now, he tells you how to get their business. The affluent market segment is growing seven times faster than the household population in this country. Dollar for dollar the most productive way to penitrate the affluent market is to network with its members, their advisors, and the key members of their important affinity groups Dr. Stanley imparts his extensive knowledge by example: – Learn how to attract hundreds of affluent business owners as clients and never make a sales call; – Learn how top producing marketers generate business by employing eight key networking themes; – Learn how to personally access the top business owners in your community. Networking is the essence of high performance marketing. It is professional selling at its highest form. Networking is about influencing the influential.

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    Networking with Millionnaires

    4.6 hrs • 7/1/01 • Abridged
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  15. 7.9 hrs • 6/1/2001 • Unabridged

    Outsmarting Goliath confronts this paradox: Many of today’s consumers—potential customers—turn automatically to brand name products and services, forgetting that the well-advertised brontosauruses often deliver one-of-our-sizes-fits-all service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalog, winning ad, or a well-prepared face-to-face presentation can change a customer’s perception. In those crucial situations, the small up-starter can use the tips in this book to capture more clients and give Goliath a headache. Highlights include: Choosing a name and location that bolster consumer confidence Projecting a big image without hiring more employees Capitalizing on the Internet as an equalizer

    Available Formats: Download, CD, MP3 CD, Digital Rental
    Outsmarting Goliath by Debra Koontz Traverso

    Outsmarting Goliath

    A Cedar House Audio Production
    Read by Anna Fields
    7.9 hrs • 6/1/01 • Unabridged
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