Cantitate/Preț
Produs
Total produse
Vezi coșul
Neuromarketing in Action – How to Talk and Sell to the Brain de Patrick M Georges

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

Autor Patrick M Georges, Anne–sophie Bayle–tourtoulo, Michel Badoc
en Limba Engleză Paperback – 2 dec 2013

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).
Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 23216 lei  6-8 săpt.
  Kogan Page – 2 dec 2013 23216 lei  6-8 săpt.
Hardback (1) 64377 lei  6-8 săpt.
  Kogan Page – 2 ian 2015 64377 lei  6-8 săpt.

Preț: 23216 lei

Nou

Puncte Express: 348
Preț estimativ în valută:
4443€ • 4615$ • 3691£

Carte tipărită la comandă

Livrare economică 01-15 februarie 25

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780749469276
ISBN-10: 0749469277
Pagini: 280
Dimensiuni: 155 x 233 x 15 mm
Greutate: 0.41 kg
Editura: Kogan Page

Cuprins

Acknowledgements
Introduction
PART I Neuromarketing or the art of selling to the brain
01 Marketing and its limitations in understanding human intelligence
The concepts of marketing and Neuromarketing
Marketing limitations and the contribution of neuroscience: the path of Neuromarketing
02 Neuroscience as a way to discover the secrets of human intelligence
Studies and tools inspired by neuroscience
Basic knowledge to access the secrets of intelligence
The brain’s primary behaviour and its influence on decision making
03 Neuromarketing in question
Neuromarketing and issues raised
Are there techniques behind these recommendations?
Is Neuromarketing ethical?
How can Neuromarketing be beneficial to marketing?
Neuromarketing applications to the marketing approach
Part I: Key Points

PART II Selling the marketing and organization strategy to the brain of managers and employees
04 Selling the recommendations of the marketing plan to the brain of managers
Improve the pertinence of the marketing plan for an executive committee: the ‘marketing cockpit’
Sell to the brain of the executive committee
05 Increasing the efficiency of marketers’ intelligence
Neuroscience to increase the efficiency of marketing managers and employees
Using neuroscience to improve the efficiency of collective project meetings
Supporting change to prevent stress
Part II: Key Points
PART III Improving the efficiency of the marketing action: the Neuromarketing method
06 Be irresistible: satisfy the customer’s senses – Stage 1 of the Neuromarketing method
Satisfy the customer’s nose
Satisfy the customer’s ears
Satisfy the customer’s eyes
Satisfy the customer’s skin
Enter through all doors at once

07 Be remarkable: please the customer’s brain – Stage 2 of the Neuromarketing method
The only purpose of the brain is to please itself
Sex sells
The food that gives pleasure
08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range – Stage 3 of the Neuromarketing method
Manage the customer’s emotions
Stress to enhance the marketing performance
Make a film out of your offers to move the customer
09 Be unforgettable: satisfy the customer’s memory – Stage 4 of the Neuromarketing method Increase your customer’s memory
Becoming unforgettable is also remembering your customers
10 Be beyond suspicion: satisfy the customer’s subconscious – Stage 5 of the Neuromarketing method
Influence the customer by increasing the leadership of the product and salesperson
Influence the customer by playing on the brain’s shortcuts
11 Be irreproachable: satisfy the customer’s conscience – Stage 6 of the Neuromarketing method
Help the customer make the right decision
Offer customers what really suits them
12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication
Neuromarketing in businesses
Three true stories
13 Neuromarketing in application: sensory marketing in the sales outlet
The advent of the internet has rendered the transformation of physical outlets inevitable
Importance of the senses in the brain’s decision to purchase
New organization of sales outlets to appeal more directly to human intelligence
Multi-sensory experience
Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets
Part III: Key Points
PART IV Perspectives for today... and tomorrow
14 Value innovation to surprise the customer’s brain
Disruption for improved communication with the customer’s intelligence
The value innovation approach: the ‘blue ocean’ strategy
The ‘blue ocean’ strategy in application: the example of Thomas Cook
Appear exceptional to the customer’s intelligence: strategies for innovation marketing
15 Permission and desire marketing to avoid saturation and rejection by the customer’s brain
Evolution in communication and saturation of the brain receptors
Permission and desire marketing
16 Interactivity to improve communication with the customer’s brain
The internet: a powerful tool driving interactivity
Adapt the internet to how the customer’s intelligence works
Adapt the internet policy via social networks to the evolving expectations of the consumer’s brain
17 Brand policy to reassure the customer’s brain
Define a policy to complete the triad of positioning–identity–brand
Implementation of the brand policy
18 Quality to enhance loyalty, and legitimacy to leave the customer’s brain with a clear conscience
Quality and legitimacy: an imperative for Neuromarketing
Organization of the quality–legitimacy policy
Sustainable development to leave the customer’s brain with a clear conscience
Part IV: Key Points
Vision of the future
References
Index

Notă biografică


Patrick M. Georges is a professor in management, teaching at some of Europe's leading business schools, including HEC Paris, Collège des Ingénieurs and The University of Brussels. He was previously the head of the neurosurgery department at the University Medical Center Vesale in Belgium.  He is also the author of Six Figure Management Method (Kogan Page).

Professor Anne-Sophie Bayle-Tourtoulou has taught marketing across several programs of the HEC Group for many years, with a focus on the retail sector. She has worked on various projects in this sector, including product ranges, retailers' own brands, pricing and promotional policies. 

Professor Michel Badoc has taught marketing for many years, mostly at the institutions within the HEC Group, but also at schools such as the CESB and ENASS. In addition, he develops appraisal and consultancy activities for companies in Europe and North America.