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Neuromarketing in Action

How to Talk and Sell to the Brain

Learn how neuromarketing is playing an increasingly important role in current and future marketing strategies.
    Paperback£19.99
    Ebook£16.66
    Print and ebook bundle£25.00
    Hardback£86.99
EAN: 9780749469276
Edition: 1
Published:
Paperback
Format: 233x155
280 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

About the book

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.

About the authors

Patrick M Georges

Patrick M. Georges is a professor in management. He teaches at some of Europe's leading business schools including HEC Paris, Collège des Ingénieurs and The University of Brussels. He is a serial entrepreneur and has been successfully created and sold several businesses.

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Anne-Sophie Bayle-Tourtoulou

Professor Anne-Sophie Bayle-Tourtoulou has taught marketing across several programs 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.

More about Anne-Sophie Bayle-Tourtoulou

Michel Badoc

Professor Michel Badoc has taught marketing for many years, mostly at the institutions within the HEC Group, but also schools such as the CESB and ENASS. He also develops appraisal and consultancy activities for companies in Europe and North America.

More about Michel Badoc

Readers from the marketing domain will get to learn the theory behind product placement, use of colors and scents used in the retail areas and equip them to spot these techniques in the real world. The book is a good read for anyone who works in the retail industry and constantly interacts with customers. The principle is: understand how the brain responds to different stimuli, and expose people to the stimuli that trigger the target desires and emotions.

Prasanna Bidkar, Business2Community