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El. knyga: Neuromarketing in Action: How to Talk and Sell to the Brain

3.40/5 (18 ratings by Goodreads)
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  • Formatas: 280 pages
  • Išleidimo metai: 03-Dec-2013
  • Leidėjas: Kogan Page Ltd
  • Kalba: eng
  • ISBN-13: 9780749469283
Kitos knygos pagal šią temą:
Neuromarketing in Action: How to Talk and Sell to the BrainDidesnis paveikslėlis
  • Formatas: 280 pages
  • Išleidimo metai: 03-Dec-2013
  • Leidėjas: Kogan Page Ltd
  • Kalba: eng
  • ISBN-13: 9780749469283
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This plain-language guide is for practitioners in marketing, communications, sales, and political campaigning; it will also be accessible to general readers. The book explores the science and tools of neuromarketing, which applies the latest research in neuroscience to appeal to customers' senses, drives, emotions, memory, subconscious, and social conscience. It begins by briefly explaining how the brain works and how the subconscious influences the consumer's behavior, then offers advice on selling the neuromarketing plan to the brains of managers. The next section outlines the stages of the neuromarketing method, and the last section looks at current and future perspectives such as brand policy and interactive communication with social networks. The book's clear layout offers larger type, checklists, bullet points, and summary charts. Annotation ©2014 Book News, Inc., Portland, OR (booknews.com)


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).

Recenzijos

"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 *

Daugiau informacijos

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
Acknowledgements x
Introduction 1(6)
Part I Neuromarketing or the art of selling to the brain
7(48)
01 Marketing and its limitations in understanding human intelligence
9(8)
The concepts of marketing and Neuromarketing
9(4)
Marketing limitations and the contribution of neuroscience: the path of Neuromarketing
13(4)
02 Neuroscience as a way to discover the secrets of human intelligence
17(25)
Studies and tools inspired by neuroscience
17(10)
Basic knowledge to access the secrets of intelligence
27(11)
The brain's primary behaviour and its influence on decision making
38(4)
03 Neuromarketing in question
42(13)
Neuromarketing and issues raised
42(2)
Are there techniques behind these recommendations?
44(2)
Is Neuromarketing ethical?
46(1)
How can Neuromarketing be beneficial to marketing?
47(4)
Neuromarketing applications to the marketing approach
51(4)
Part I Key points
53(2)
Part II Selling the marketing and organization strategy to the brains of managers and employees
55(34)
04 Selling the recommendations of the marketing plan to the brain of managers
57(10)
Improve the pertinence of the marketing plan for an executive committee: the `marketing cockpit'
58(3)
Sell to the brain of the executive committee
61(6)
05 Increasing the efficiency of marketers' intelligence
67(22)
Neuroscience to increase the efficiency of marketing managers and employees
68(7)
Using neuroscience to improve the efficiency of collective project meetings
75(3)
Supporting change to prevent stress
78(11)
Part II Key points
86(3)
Part III Improving the efficiency of the marketing action: the Neuromarketing method
89(82)
06 Be irresistible: satisfy the customer's senses -- Stage 1 of the Neuromarketing method
91(9)
Satisfy the customer's nose
92(1)
Satisfy the customer's ears
92(3)
Satisfy the customer's eyes
95(3)
Satisfy the customer's skin
98(1)
Enter through all doors at once
99(1)
07 Be remarkable: please the customer's brain -- Stage 2 of the Neuromarketing method
100(9)
The only purpose of the brain is to please itself
101(1)
Sex sells
102(3)
The food that gives pleasure
105(4)
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
109(9)
Manage the customer's emotions
110(2)
Stress to enhance the marketing performance
112(3)
Make a film out of your offers to move the customer
115(3)
09 Be unforgettable: satisfy the customer's memory -- Stage 4 of the Neuromarketing method
118(7)
Increase your customer's memory
118(4)
Becoming unforgettable is also remembering your customers
122(3)
10 Be beyond suspicion: satisfy the customer's subconscious -- Stage 5 of the Neuromarketing method
125(6)
Influence the customer by increasing the leadership of the product and salesperson
126(2)
Influence the customer by playing on the brain's shortcuts
128(3)
11 Be irreproachable: satisfy the customer's conscience -- Stage 6 of the Neuromarketing method
131(9)
Help the customer make the right decision
132(5)
Offer customers what really suits them
137(3)
12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication
140(15)
Neuromarketing in businesses
141(7)
Three true stories
148(7)
13 Neuromarketing in application: sensory marketing in the sales outlet
155(16)
The advent of the internet has rendered the transformation of physical outlets inevitable
155(2)
Importance of the senses in the brain's decision to purchase
157(1)
New organization of sales outlets to appeal more directly to human intelligence
158(1)
Multi-sensory experience
159(5)
Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets
164(7)
Part III Key points
168(3)
Part IV Perspectives for today... and tomorrow
171(92)
14 Value innovation to surprise the customer's brain
173(21)
Disruption for improved communication with the customer's intelligence
174(5)
The value innovation approach: the `blue ocean' strategy
179(4)
The `blue ocean' strategy in application: the example of Thomas Cook
183(3)
Appear exceptional to the customer's intelligence: strategies for innovation marketing
186(8)
15 Permission and desire marketing to avoid saturation and rejection by the customer's brain
194(11)
Evolution in communication and saturation of the brain receptors
195(3)
Permission and desire marketing
198(7)
16 Interactivity to improve communication with the customer's brain
205(16)
The internet: a powerful tool driving interactivity
206(5)
Adapt the internet to how the customer's intelligence works
211(5)
Adapt the internet policy via social networks to the evolving expectations of the consumer's brain
216(5)
17 Brand policy to reassure the customer's brain
221(19)
Define a policy to complete the triad of positioning'identity--brand
223(7)
Implementation of the brand policy
230(10)
18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience
240(23)
Quality and legitimacy: an imperative for Neuromarketing
241(5)
Organization of the quality--legitimacy policy
246(3)
Sustainable development to leave the customer's brain with a clear conscience
249(11)
Part IV Key points
258(2)
Vision of the future
260(3)
References 263(4)
Index 267
Professor Patrick Georges is a neurosurgeon with a passion for improving management and business organization through the development of the concept of organizational intelligence. He is the author of several works, including The Six-Figure Manager (published by 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 schools such as the CESB and ENASS. He also develops appraisal and consultancy activities for companies in Europe and North America.
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