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
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