THE MORE FOCUSED YOU ARE THE MORE EFFECTIVE MANAGEMENT WILL BE In this third of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of focus. Managing consumer behaviour efficiently requires a: A precise definition of whose behaviour is to be managed. The focusing of resources on […]

THE MORE FOCUSED YOU ARE THE MORE EFFECTIVE MANAGEMENT WILL BE In this third of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of focus. Managing consumer behaviour efficiently requires a: A precise definition of whose behaviour is to be managed. The focusing of resources on that person or persons. A psychologist tries to managing the behaviour of an individual or group using a wide range of insights generated over 100 years of research. I would argue that the marketer is – or should be – no different. Just as the psychologist cannot manage the behaviour of a person without first knowing exactly who that human being is and what they are all about, neither can the marketer. Further, the more precisely the target of behaviour change (the target market) is defined the better. In the case of the marketing that…