Neuromarketing in Action: How to Talk and Sell to the Brain - Hardcover

Georges, Patrick; Bayle-Tourtoulou, Anne-Sophie; Badoc, Michael

Hardcover

ISBN 10: 0749476141 ISBN 13: 9780749476144

Verlag: Kogan Page, 2014

Über diesen Titel

Críticas:

"Readers from the marketing domain will get to learn the theory behind product placement, use of colors and scents used in the retail areas and equip them to spot these techniques in the real world. The book is a good read for anyone who works in the retail industry and constantly interacts with customers. The principle is: understand how the brain responds to different stimuli, and expose people to the stimuli that trigger the target desires and emotions." (Prasanna Bidkar, Business2Community)

"Definitely a useful read for anyone starting out in marketing. Practical advice on how to appeal to the senses, brain, emotions, memory, subconscious and conscience of your customers is offered and backed up by relevant examples." (Charlie Stroe, B2B Marketing)

Reseña del editor:

Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

Über diese Auflage

• Verlag: Kogan Page
• Erscheinungsdatum: 2014
• ISBN 10: 0749476141
• ISBN 13: 9780749476144
• Einband: Tapa dura
• Anzahl der Seiten: 282