Category Archives: Marketing Back

The choice factory : how 25 behavioural biases influence the products we decide to buy (book)

Author: Richard Shotton Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear … Read more

The Battle to Do Good : Inside McDonald’s Sustainability Journey (ebook)

Author: Bob Langert In this book, former McDonald’s executive Bob Langert takes readers on a behind-the-scenes eye witness account of the mega brand’s battle to address numerous societal hot-button issues, such as packaging, waste, recycling, obesity, deforestation, and animal welfare. From the late 80s, McDonald’s landed smack in the middle of one contentious issue after … Read more

Unleash different : achieving business success through disability (book)

Author: Rich Donovan There are 1.3 billion people around the world who identify as having a disability. When you include friends and family, the disability market touches 53% of all consumers. It is the world’s largest emerging market. This book illustrates how companies like Google, PepsiCo, and Nordstrom are attracting people with disabilities as customers … Read more

Affected : emotionally engaging customers in the digital age (book)

Authors: Cara Wrigley & Karla Straker How can you create meaningful connections with customers in the digital space? The rapid emergence of new technologies has revolutionised the way companies build relationships and interact with their customers. Today, it’s more important than ever to have an emotional understanding of customers and how they feel about a … Read more

The escape industry : how iconic and innovative brands built the travel business (book)

Author: Mark Tungate Travel as a concept is universally attractive and the opportunities for fun, engaging branding and marketing in this sector are arguably limitless. Glamour and appeal aside, travel is a hugely competitive, multi-million pound industry and marketers of all sectors can learn important lessons from it. Catering for mass consumer travel, from business … Read more