Unconscious Branding
How Neuroscience Can Empower (and Inspire) Marketing
(Sprache: Englisch)
If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? Unconscious Branding takes the most brilliant and revolutionary concepts from cognitive science and applies...
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Produktinformationen zu „Unconscious Branding “
If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? Unconscious Branding takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age.
Klappentext zu „Unconscious Branding “
Cognitive and behavioral science help marketers understand how to reach consumers in a crowded media environment
Inhaltsverzeichnis zu „Unconscious Branding “
Introduction: The Elephant in the Room and the Building of a BridgePART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR
The Myth of Marketing
Humans not Consumers
The Biology of Behavior
PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE
Step One: Interrupt the Pattern
Step Two: Create Comfort
Step Three: Lead the Imagination
Step Four: Shift the Feeling
Step Five: Satisfy the Critical Mind
Step Six: Change the Associations
Step Seven: Take Action
Sources
Acknowledgements
Index
Bibliographische Angaben
- Autor: Douglas Van Praet
- 2012, 288 Seiten, Maße: 24,3 cm, Gebunden, Englisch
- Verlag: Macmillan Education
- ISBN-10: 0230341799
- ISBN-13: 9780230341791
Sprache:
Englisch
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