Neuromarketing in Action

Synopsis

Providing a focused and in-depth examination of the field of marketing research that studies consumers' sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing in Action is the first book to show both the scientific frameworks and the practical applications of this increasingly popular marketing tool.Through 18 chapters, referencing many global brands such as Aston Martin, Chanel, Lacoste, Amazon, Nike, Carrefour and Dunhill, the authors showcase the latest thinking on brain function and intelligence, and the subconscious influences on consumer behaviour. The book 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 (selling methods, sensory marketing, product modification) and future strategies (value innovation, sensory brands, increased interaction with social networks and permission marketing).Neuromarketing in Action provides both a practical review of current thinking and a detailed review of future developments, showing how the latest marketing techniques can be validated and legitimized through the prism of the consumer brain.

Copyright:

2013

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9780749469283

Related ISBNs:

9780749469276

Publisher:

Kogan Page

Date of Addition:

12/03/13

Copyrighted By:

Patrick M Georges, Anne-Sophie Bayle-Tourtoulou and Michel Badoc, 2

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Science, Business and Finance

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.