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

Georges, Patrick M.; Bayle-Tourtoulou, Anne-Sophie; Badoc, Michel

Verlag: Kogan Page, 2013
ISBN 10: 0749469277 / ISBN 13: 9780749469276
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Titel: Neuromarketing in Action: How to Talk and ...

Verlag: Kogan Page

Erscheinungsdatum: 2013

Einband: Soft cover

Zustand: New


Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Neuromarketing in Action providese an in-depth review of the lastest thinking on brain function and intelligence, the subconscious influences on consumer behavior, and how neuromarketing plays an increasingly important role in current and future marketing applications. Buchnummer des Verkäufers ABE_book_new_0749469277

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For a phenomenon that is less than 10 years old, neuromarketing is now recognized as an important trend in the development of marketing techniques and applications.

Providing a focused and in-depth examination of marketing research that studies consumers' sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing in Action shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool.

The authors showcase the latest thinking on brain function and intelligence, and the subconscious influences on consumer behavior, referencing global brands such as Chanel, Lacoste, Amazon and Nike. In addition, they examine the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience - both in terms of current marketing activity (selling methods, sensory marketing, product modification) and potential future developments (value innovation, sensory brands, increased interaction with social networks and permission marketing).

Inhaltsangabe: An in-depth review of the latest thinking on the subconscious influences on consumer behavior and the increasingly important role of neuromarketing in marketing applications

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