Habit: the 95% of Behavior Marketers Ignore- The newest thought provoking book from Dr Neale Martin

Habit begins with a revolutionary premise-95% of human behavior is controlled by the unconscious mind. This fact exposes 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 every year, 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 the mind 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 customers' executive and habitual minds to not only make sales but more importantly, create loyalty. You'll discover how behavior actually rewires your customers' mind-and how to leverage this by refocusing on behavior, not on attitudes and beliefs.

Dr. Neale Martin has been working with high technology companies since 1994, helping them adjust their strategic thinking in light of rapidly evolving market realities.

For the past several years, he has worked on updating the principles of marketing in light of research from cognitive psychology and neuroscience that reveals most of human behavior is the result of unconscious habits. The result of this endeavor is Habit: the 95% of Behavior Marketers Ignore.

Marketers have listened to customers for decades. Unfortunately, they have been listening to the wrong part of their customers' brain-the executive mind. Habit opens up the world of the habitual mind, the place where customers make most of their purchase and use decisions.

From designing products to creating long-term loyalty, habit explains how winning the unconscious mind is the key to success in the marketplace. Many of marketing's most frustrating failures (satisfied customers defecting, new product failures, billions of wasted advertising dollars) are the result of the habitual mind's control of behavior.