Reviews
I thought this was a must-read book for marketing in today's era. I realized that customers like having their unseen needs addressed, just like the Hunter boots and Moleskine diaries cited as examples in the book. It was a bit of a shock to learn that if you ask people what kind of boots or diaries they need, they would answer "boots with good waterproofing" rather than "fashion boots" (Hunter boots), and "a notebook with many functions" rather than a "simple and neat notebook" (Moleskine
The principles for penetrating the purchasing psychology of customers that even they themselves do not know... That is correct. Just as the saying goes, "Know yourself and your enemy, and you will win every battle," we must understand both the other party and ourselves. However, honestly, there are many cases where neither knows the other. While it may seem clear when viewed from a third-party perspective, once you are actually the one involved, your vision often narrows and your thinking
To be honest, I don't know much about marketing. All I know is that understanding consumer psychology to sell products effectively is one method of marketing. I’ve heard that marketing has become highly specialized these days, with various fields of expertise; however, from a non-expert's perspective, they ultimately pursue one thing: presenting various methods to encourage consumers to buy more of the products they sell. The author states in this book: "Customers themselves do not know what
Are humans rational and reasonable beings? Are humans rational and reasonable beings? Traditional economists exclaim, "Yes, that is Homo economicus!" On the other hand, scholars who had been crouching in the corners of economic history have recently stretched out and come forward to say, "That's funny. Humans are irrational and not reasonable beings." Now, let's bring this concept into the world of management. Existing marketing theories are, as expected, built on the assumption of rational and
Why have backpacks become more common than handbags lately? Why have people started wearing rain boots in the summer? Why do people seek out Moleskine, which simply has lines, more than Franklin Planners? How did French Café manage to rise to second place in such a short time? The answers and reasons for these questions did not lie simply in effective marketing. The secret to marketing that is not focused on increasing market share or sales lay in the question, "What is a human being?" It lay
Kim Kyung-pil: Wild Customer
In *The Wild Customer*, Kim Kyung-pil, a director at the brand consulting firm Unitas Class, reveals the principles for penetrating the purchasing psychology of customers that even they themselves are unaware of. He identifies the untamed mindset of customers and presents product planning methods capable of attracting even the most unyielding customers. Rather than understanding customers through conventional economic logic, the book helps readers gain a deep understanding of their mindset by adopting the concept of the "wild customer." This book emphasizes that to truly penetrate customer purchasing psychology, one must first understand "what kind of mindset the customer possesses." It proves this point through the success principles of brands that have properly understood the customer mindset, such as Hunter’s planning prowess in transforming unwanted rain boots into a fashion item, the behind-the-scenes story of the birth of the 1-liter Americano, and the business know-how and secret recipes of a galbitang (beef rib soup) restaurant that is always sold out.
Korean title: 야생의 고객
Korean author: 김경필
Korean publisher: 김영사
ISBN-13: 9788934969891
Reviews
I thought this was a must-read book for marketing in today's era. I realized that customers like having their unseen needs addressed, just like the Hunter boots and Moleskine diaries cited as examples in the book. It was a bit of a shock to learn that if you ask people what kind of boots or diaries they need, they would answer "boots with good waterproofing" rather than "fashion boots" (Hunter boots), and "a notebook with many functions" rather than a "simple and neat notebook" (Moleskine
The principles for penetrating the purchasing psychology of customers that even they themselves do not know... That is correct. Just as the saying goes, "Know yourself and your enemy, and you will win every battle," we must understand both the other party and ourselves. However, honestly, there are many cases where neither knows the other. While it may seem clear when viewed from a third-party perspective, once you are actually the one involved, your vision often narrows and your thinking
To be honest, I don't know much about marketing. All I know is that understanding consumer psychology to sell products effectively is one method of marketing. I’ve heard that marketing has become highly specialized these days, with various fields of expertise; however, from a non-expert's perspective, they ultimately pursue one thing: presenting various methods to encourage consumers to buy more of the products they sell. The author states in this book: "Customers themselves do not know what
Are humans rational and reasonable beings? Are humans rational and reasonable beings? Traditional economists exclaim, "Yes, that is Homo economicus!" On the other hand, scholars who had been crouching in the corners of economic history have recently stretched out and come forward to say, "That's funny. Humans are irrational and not reasonable beings." Now, let's bring this concept into the world of management. Existing marketing theories are, as expected, built on the assumption of rational and
Why have backpacks become more common than handbags lately? Why have people started wearing rain boots in the summer? Why do people seek out Moleskine, which simply has lines, more than Franklin Planners? How did French Café manage to rise to second place in such a short time? The answers and reasons for these questions did not lie simply in effective marketing. The secret to marketing that is not focused on increasing market share or sales lay in the question, "What is a human being?" It lay
