Decoded (ePub)
The Science Behind Why We Buy
(Sprache: Englisch)
In this groundbreaking book Phil Barden reveals what decision
science explains about people's purchase behaviour, and
specifically demonstrates its value to marketing.
He shares the latest research on the motivations behind
consumers' choices and what...
science explains about people's purchase behaviour, and
specifically demonstrates its value to marketing.
He shares the latest research on the motivations behind
consumers' choices and what...
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In this groundbreaking book Phil Barden reveals what decision
science explains about people's purchase behaviour, and
specifically demonstrates its value to marketing.
He shares the latest research on the motivations behind
consumers' choices and what happens in the human brain as
buyers make their decisions. He deciphers the 'secret
codes' of products, services and brands to explain why people
buy them. And finally he shows how to apply this knowledge in day
to day marketing to great effect by dramatically improving key
factors such as relevance, differentiation and credibility.
* Shows how the latest insights from the fields of Behavioural
Economics, psychology and neuro-economics explain why we buy what
we buy
* Offers a pragmatic framework and guidelines for day-to-day
marketing practice on how to employ this knowledge for more
effective brand management - from strategy to implementation and
NPD.
* The first book to apply Daniel Kahneman's Nobel
Prize-winning work to marketing and advertising
* Packed with case studies, this is a must-read for marketers,
advertising professionals, web designers, R&D managers,
industrial designers, graphic designers in fact anyone whose role
or interest focuses on the 'why' behind consumer
behaviour.
* Foreword by Rory Sutherland, Executive Creative Director and
Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group
UK
* Full colour throughout
science explains about people's purchase behaviour, and
specifically demonstrates its value to marketing.
He shares the latest research on the motivations behind
consumers' choices and what happens in the human brain as
buyers make their decisions. He deciphers the 'secret
codes' of products, services and brands to explain why people
buy them. And finally he shows how to apply this knowledge in day
to day marketing to great effect by dramatically improving key
factors such as relevance, differentiation and credibility.
* Shows how the latest insights from the fields of Behavioural
Economics, psychology and neuro-economics explain why we buy what
we buy
* Offers a pragmatic framework and guidelines for day-to-day
marketing practice on how to employ this knowledge for more
effective brand management - from strategy to implementation and
NPD.
* The first book to apply Daniel Kahneman's Nobel
Prize-winning work to marketing and advertising
* Packed with case studies, this is a must-read for marketers,
advertising professionals, web designers, R&D managers,
industrial designers, graphic designers in fact anyone whose role
or interest focuses on the 'why' behind consumer
behaviour.
* Foreword by Rory Sutherland, Executive Creative Director and
Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group
UK
* Full colour throughout
Autoren-Porträt von Phil Barden
Phil Barden is a proven marketer with over 25years' experience, including senior and international roles
at high profile companies such as Unilever, Diageo and T-Mobile.
Fascinated by the insights from decision science and by the value
these can bring to marketing, he has latterly immersed
himself in this new field. He is now one of very few experts to
combine a practitioner's perspective with a profound
knowledge of decision science, making him very much in demand among
clients and conference organisers alike. In this book he bridges
the gap between the world of marketing and decision science, taking
the reader on his fascinating journey.
Bibliographische Angaben
- Autor: Phil Barden
- 2013, 1. Auflage, 280 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1118345592
- ISBN-13: 9781118345597
- Erscheinungsdatum: 10.01.2013
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 8.66 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
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