Neuromarketing In Action
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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 subconcious influences on consumer behaviour.
This book examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience - both in terms of current marketing activity (selling methods, sensory marketing, product modification) and potential future developments (value innovation, sensory brands, increased interaction with social networks and permission marketing).
For a phenomenon that is still in its infancy, neuromarketing is now recognized as an important trend in the development of marketing techniques and applications. Neuromarketing in Action provides both a practical assessment of current thinking and a detailed review of future developments, showing how the latest marketing techniques can be validated and legitimized through the prism of the consumer brain.
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