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

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

Softcover

ISBN 10: 0749469277 ISBN 13: 9780749469276

Publisher: Kogan Page, 2013

Synopsis

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 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.

About this title

Review:

"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)

Book Description:

Provides both a practical review of current thinking and a detailed review of future developments

Shows how the latest marketing techniques can be validated and legitimized through the prism of the consumer brain

Assesses neuromarketing's impact on current and future marketing strategies

About this edition

• Publisher: Kogan Page
• Publication date: 2013
• ISBN 10: 0749469277
• ISBN 13: 9780749469276
• Binding: Paperback
• Edition number: 1
• Number of pages: 280