The Right Sensory Mix: Targeting Consumer Product Development Scientifically
Autor Diana Dervalen Limba Engleză Paperback – 14 oct 2014
“The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.
The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize.
Why do some people drink black coffee and others stick to tea?
Why do some people prefer competitors’ products?
Why do we sell less in this country?
Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundredsof millions of sensors monitoring their body and brain. People with more taste buds are for example sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea.
After reading the book, managers will be able to:
• Understand and predict consumers’ behavior and preferences
• Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product
• Fine-tune their positioning and product range for every local market
• Systematically increase their innovation hit rate
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (2) | 346.97 lei 6-8 săpt. | |
| Springer Berlin, Heidelberg – 14 oct 2014 | 346.97 lei 6-8 săpt. | |
| Springer Berlin, Heidelberg – 11 apr 2023 | 391.40 lei 6-8 săpt. | |
| Hardback (1) | 429.18 lei 3-5 săpt. | +28.67 lei 7-13 zile |
| Springer Berlin, Heidelberg – 10 apr 2022 | 429.18 lei 3-5 săpt. | +28.67 lei 7-13 zile |
Preț: 346.97 lei
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Specificații
ISBN-13: 9783642423895
ISBN-10: 3642423892
Pagini: 160
Ilustrații: XIV, 146 p.
Dimensiuni: 155 x 235 x 8 mm
Greutate: 0.24 kg
Ediția:2010
Editura: Springer Berlin, Heidelberg
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany
ISBN-10: 3642423892
Pagini: 160
Ilustrații: XIV, 146 p.
Dimensiuni: 155 x 235 x 8 mm
Greutate: 0.24 kg
Ediția:2010
Editura: Springer Berlin, Heidelberg
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany
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Public țintă
Professional/practitionerCuprins
Coming to Our Senses.- Detecting Profitable Markets.- Predicting Consumers’ Behavior.- The Right Sensory Mix.- Increasing the Innovation Hit Rate.
Recenzii
From the reviews:
“Professor Derval has made this research accessible and understandable in her acclaimed book … which has been making waves not only in the field of neuroscience, but also in the marketing world, for the past year and a half. … ‘Diana Derval has written the best book … . Her writing is lively, full of relevant case studies, and rich in insights. No marketing department or new product department must proceed without first reading this book.’” (MMD Newswire, November, 2011)
“Professor Derval has made this research accessible and understandable in her acclaimed book … which has been making waves not only in the field of neuroscience, but also in the marketing world, for the past year and a half. … ‘Diana Derval has written the best book … . Her writing is lively, full of relevant case studies, and rich in insights. No marketing department or new product department must proceed without first reading this book.’” (MMD Newswire, November, 2011)
Notă biografică
Prof. Diana Derval is President and Research Director of DervalResearch, global market research firm specializing in human perception and behavior, and Chair of the Board of Directors of the Better Immune System Foundation. Visionary researcher, inventor of the Hormonal QuotientTM, member of the Society for Behavioral Neuroendocrinology, and author regularly featured in the media, Diana Derval turns fascinating neuroscientific breakthroughs into powerful business frameworks to identify, understand, and predict human traits, motivations, and behavior. She has accelerated the development of Fortune 500 firms including TomTom, Michelin, HP, Philips, Sara Lee, and Danone. Diana Derval is Professor of Marketing and Innovation at the University of Wales MBA/Robert Kennedy College, and teaches Sensory Science at ESSEC Paris-Singapore Business School, and at the University Leonard de Vinci. Over 10,000 professionals enjoyed her inspirational lectures and workshops from Chicago to Shanghai.
Textul de pe ultima copertă
Berry-AMA Book Prize FINALIST 2011!
“The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.
The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize.
Why do some people drink black coffee and others stick to tea? Why do some people prefer competitors’ products? Why do we sell less in this country?
Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are for example sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea.
After reading the book, managers will be able to:
• Understand and predict consumers’ behavior and preferences
• Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product
• Fine-tune their positioning and product range for every local market
• Systematically increase their innovation hit rate
“The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.
The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize.
Why do some people drink black coffee and others stick to tea? Why do some people prefer competitors’ products? Why do we sell less in this country?
Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are for example sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea.
After reading the book, managers will be able to:
• Understand and predict consumers’ behavior and preferences
• Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product
• Fine-tune their positioning and product range for every local market
• Systematically increase their innovation hit rate
Caracteristici
Ground-breaking techniques for product developers and marketing managers Scientifically founded, yet hands-on Various business cases, including Red Bull, Coca-Cola, Sofitel, Blacksocks.com, Shazam, Häagen-Dazs, Carl Zeiss Vision, Velib', Bjorn Borg, Nintendo Includes supplementary material: sn.pub/extras