ISBN: 9780749469276    Publisher: Viva Year of publishing: 2013     Format:  Hardback No of Pages: 280        Language: English

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 shows 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 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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ethod, published by Kogan Page in 2013. Professor Anne-Sophie Bayle-Tourtoulou has taught marketing across several programmes of the HEC Group for many years, with a focus on the retail sector. She has worked on various projects in this sector, including product ranges, retailers' own brands, pricing and promotional policies. Professor Michel Badoc has taught marketing for many years, mostly at institutions within the HEC Group, but also at schools such as the CES8 and ENASS. He also develops appraisal and consultancy activities for companies in Europe and North America.
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