The Intuitive Customer: 7 Imperatives for Moving Your Customer Experience to the Next Level, by Colin Shaw and Ryan Hamilton (Palgrave Macmillan). Shaw and Hamilton, who is an associate professor of marketing and a Caldwell Research Fellow at Goizueta, examine why customer loyalty scores seem to have peaked for many organizations. The Intuitive Customer uses behavioral economics and consumer psychology to explain how leading organizations deploy innovative strategies to win dramatic increases in loyalty scores and ROI. These strategies have been distilled down by the authors into their “Seven Imperatives” organizations should understand in order to move their customer experience to the next level.
Partnering with the Frenemy: A Framework for Managing Business Relationships, Minimizing Conflict, and Achieving Partnership Success, by Sandy Jap (Pearson FT Press). This first book from Jap, professor of marketing, examines the value of strong partnerships in business and why so many begin as friendships but then collapse into resentment and falling out. Drawing on cutting-edge research, Jap identifies the major reasons why close professional relationships often implode and how to prevent these failures by anticipating and solving the problems that typically arise—including success itself. These techniques will be invaluable for businesses, nonprofits, and other groups whose success depends on strong, ongoing partnerships.
The Accidental Scholar, by Jagdish Sheth (Sage Publications). In this new autobiography, Sheth, Charles H. Kellstadt Professor of Marketing and one of Goizueta’s longest-tenured and most honored faculty members, tells his life story. His account includes his immigration to the United States from India as a young man, his life and work in academia, and the decades of change he has witnessed in the worlds of marketing and management. Today he is among the foremost authorities on marketing and consumer behavior, having published more than 300 research papers and books on various areas of marketing, including consumer behavior, multivariate methods, competitive strategy, and marketing for emerging markets. Of this new memoir, Emory President James Wagner says, “This is wisdom literature.”
Choice or Chance, by Steve Nowicki (Prometheus Books). How content are you with your lot in life? Nowicki, adjunct professor of organization & management and Emory Candler emeritus professor of psychology, believes that how you perceive what you control can determine how you feel and how successful you are. Choice or Chance explains how our “locus of control” (LOC) can define our potential for success—personal, academic, social, and financial. LOC measures how much you believe what happens to you results from your own actions and how much you think it’s based on forces beyond your control. “Locus of control plays a significant role in relationships,” says Nowicki. “Those who think they can make an impact, do.”