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Published by the Free Press, Simon & Schuster, 1997
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 How do customers decide what products and brands to buy? With the rise of advertising and market research methods in this century, business leaders have spent billions of dollars attempting to answer this question. Occasionally, analysts emerge with suggestive trends, but ultimately with little hard evidence to support any definitive "laws" of customer choice.Eric Marder reveals in this major work how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself. Drawing on forty years of applying his pioneering experimental design techniques to marketing research surveys, Marder presents a global theory of choice behavior, supported by original data from thousands of massive real-life experiments based on millions of interviews. His dramatic findings about pricing, optimal marketing tactics, product evaluation, the relative role of product and image, and advertising effectiveness make this book required reading for the entire marketing community. Of special interest to social scientists and survey research practitioners will be Marder's powerful research designs and techniques, including the unbounded write-in scale for measuring desirability (attitude) and his methodological analyses of the relationships among beliefs (perceptions), desires, choice, and behavior. |
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"Brilliantly clear on all the major issues with which marketers are concerned."
William R. BonDurant Vice President, Business Information AT&T Wireless Services, Inc. |
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"Eric Marder has a way of taking concepts that are often vague in other hands, discarding the fluff, and producing a simple, sharp picture of any subject with which he deals. Senior executives who want to make money will find gems in this book. Using the thinking and tools described here, we increased earnings from consumer brands sold in the U.S. from under $50 million to over $150 million — in just a few years!"
Paul Schregel Former Senior Vice President, Americas Scott Paper Company |
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"Rarely does deep insight intersect so completely with hard data. In this extremely readable book, Eric derives remarkable conclusions about buyer behavior from a database unparalleled in business and unaffordable in academia."
Dennis Q. Murphy Director, Worldwide Marketing Communications Research, IBM |
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"Eric Marder has pioneered a most accurate and predictive understanding of consumer behavior. It works."
Tony Adams Principal Marketing The Vanguard Group |
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Betty Sproule
Strategic Planning Manager
Hewlett-Packard Company