Neuromarketing in action : how to talk and sell to the brain / Anne-Sophie Bayle-Tourtoulou, Patrick M. Georges and Michel Badoc.

Format:

Book

Author/Creator:

Georges, Patrick, 1953-

Contributor:

Badoc, Michel.

Bayle-Tourtoulou, Anne-Sophie.

Language:

English

Subjects (All):

Neuromarketing.

Marketing.

Physical Description:

1 online resource (280 p.)

Place of Publication:

London : Kogan Page, 2013.

Language Note:

English

Summary:

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

Contents:

Contents; Acknowledgements; Introduction; About the authors; For what readership is the work intended?; Part I Neuromarketing or the art of selling to the brain; 01 Marketing and its limitations in understanding human intelligence; The concepts of marketing and Neuromarketing; Marketing limitations and the contribution of neuroscience: the path of Neuromarketing; 02 Neuroscience as a way to discover the secrets of human intelligence; Studies and tools inspired by neuroscience; Basic knowledge to access the secrets of intelligence

The brain's primary behaviour and its influence on decision making 03 Neuromarketing in question; Neuromarketing and issues raised; Are there techniques behind these recommendations?; Is Neuromarketing ethical?; How can Neuromarketing be beneficial to marketing?; Neuromarketing applications to the marketing approach; Part I: Key points; Part II Selling the marketing and organization strategy to the brains of managers and employees; 04 Selling the recommendations of the marketing plan to the brain of managers

Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit'Sell to the brain of the executive committee; 05 Increasing the efficiency of marketers' intelligence; Neuroscience to increase the efficiency of marketing managers and employees; Using neuroscience to improve the efficiency of collective project meetings; Supporting change to prevent stress; Part II: Key Points; Part III Improving the efficiency of the marketing action: the Neuromarketing method; 06 Be irresistible; Satisfy the customer's nose; Satisfy the customer's ears

Satisfy the customer's eyes Satisfy the customer's skin; Enter through all doors at once; 07 Be remarkable; The only purpose of the brain is to please itself; Sex sells; The food that gives pleasure; 08 Be moving; Manage the customer's emotions; Stress to enhance the marketing performance; Make a film out of your offers to move the customer; 09 Be unforgettable; Increase your customer's memory; Becoming unforgettable is also remembering your customers; 10 Be beyond suspicion; Influence the customer by increasing the leadership of the product and salesperson

Influence the customer by playing on the brain's shortcuts 11 Be irreproachable; Help the customer make the right decision; Offer customers what really suits them; 12 Neuromarketing in application; Neuromarketing in businesses; Three true stories; 13 Neuromarketing in application; The advent of the internet has rendered the transformation of physical outlets inevitable; Importance of the senses in the brain's decision to purchase; New organization of sales outlets to appeal more directly to human intelligence; Multi-sensory experience

Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets

Notes:

Description based upon print version of record.

Description based on online resource; title from PDF title page (ebrary, viewed December 19, 2013).

ISBN:

9780749469283

0749469285

OCLC:

863672698