Neuromarketing in Action

Neuromarketing in Action How to Talk and Sell to the Brain

eBook (03 Dec 2013) | English

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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.

Book information

ISBN: 9780749469283
Publisher: Kogan Page
Imprint: KoganPage
Pub date:
DEWEY: 658.80019
DEWEY edition: 23
Language: English
Weight: -1g