The Laws of Choice: Predicting Customer Behavior
Paul Schregel Former Senior Vice-President, Americas, Scott Paper Company 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!Betty Sproule Strategic Planning Manager, Hewlett-Packard Company A landmark in the state of global thinking about marketing, marketing research, and how customers make choices. The laws and principles Eric Marder formulates will serve as guideposts for the next era of marketing via electronic media.William R. Bondurant Vice President, Business Information, AT& T Wireless Services, INC. Brilliantly clear on all the major issues with which marketers are concerned.Dennis Q. Murphy, Director Worldwide Marketing Communications Research, IBM 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.Tony Adams Principal Marketing, The Vanguard Group Hooray for Eric Marder! He has pioneered a most accurate and predictive understanding of consumer behavior. It works.