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Books > Business & Economics > Business & management > Sales & marketing > Market research

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Decoded - The Science Behind Why We Buy (Hardcover, New) Loot Price: R432
Discovery Miles 4 320
You Save: R149 (26%)

Decoded - The Science Behind Why We Buy (Hardcover, New)

Phil Barden

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List price R581 Loot Price R432 Discovery Miles 4 320 You Save R149 (26%)

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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 buyOffers 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 advertisingPacked 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 UKFull colour throughout

General

Imprint: John Wiley & Sons
Country of origin: United States
Release date: February 2013
First published: March 2013
Authors: Phil Barden
Dimensions: 235 x 161 x 21mm (L x W x T)
Format: Hardcover
Pages: 270
Edition: New
ISBN-13: 978-1-118-34560-3
Categories: Books > Business & Economics > Business & management
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN: 1-118-34560-6
Barcode: 9781118345603

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