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Neuromarketing in Action

How to Talk and Sell to the Brain
BuchGebunden
Englisch
Kogan Pageerschienen am03.01.2015
Learn how neuromarketing is playing an increasingly important role in current and future marketing strategies.mehr
Verfügbare Formate
BuchGebunden
EUR96,70
BuchKartoniert, Paperback
EUR34,60
E-BookEPUBDRM AdobeE-Book
EUR33,99

Produkt

KlappentextLearn how neuromarketing is playing an increasingly important role in current and future marketing strategies.
Details
ISBN/GTIN978-0-7494-7614-4
ProduktartBuch
EinbandartGebunden
Erscheinungsjahr2015
Erscheinungsdatum03.01.2015
SpracheEnglisch
MasseBreite 161 mm, Höhe 240 mm, Dicke 20 mm
Gewicht592 g
Artikel-Nr.33375715
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
Chapter - 00: Introduction;Section - ONE: Neuromarketing or the art of selling to the brain;Chapter - 01: Marketing and its limitations in understanding human intelligence;Chapter - 02: Neuroscience as a way to discover the secrets of human intelligence;Chapter - 03: Neuromarketing in question;Section - TWO: Selling the marketing and organization strategy to the brains of managers and employees;Chapter - 04: Selling the recommendations of the marketing plan to the brain of managers;Chapter - 05: Increasing the efficiency of marketers´ intelligence;Section - THREE: Improving the efficiency of the marketing action: the Neuromarketing method;Chapter - 06: Be irresistible: satisfy the customer´s senses - Stage 1 of the Neuromarketing method;Chapter - 07: Be remarkable: please the customer´s brain - Stage 2 of the Neuromarketing method;Chapter - 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;Chapter - 09: Be unforgettable: satisfy the customer´s memory - Stage 4 of the Neuromarketing method;Chapter - 10: Be beyond suspicion: satisfy the customer´s subconscious - Stage 5 of the Neuromarketing method;Chapter - 11: Be irreproachable: satisfy the customer´s conscience - Stage 6 of the Neuromarketing method;Chapter - 12: Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication;Chapter - 13: Neuromarketing in application: sensory marketing in the sales outlet;Section - FOUR: Perspectives for today... and tomorrow;Chapter - 14: Value innovation to surprise the customer´s brain;Chapter - 15: Permission and desire marketing to avoid saturation and rejection by the customer´s brain;Chapter - 16: Interactivity to improve communication with the customer´s brain;Chapter - 17: Brand policy to reassure the customer´s brain;Chapter - 18: Quality to enhance loyalty, and legitimacy to leave the customer´s brain with a clear consciencemehr

Autor

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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