Stephen Genco, Andrew Pohlmann, Peter Steidl

Neuromarketing For Dummies (eBook, PDF)

• Format: PDF

Produktbeschreibung

Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: * How neuromarketing works * Insights from the latest neuromarketing research * How to apply neuromarketing strategies to any level of advertising or marketing, on any budget * Practical techniques to help your customers develop bonds with your products and services * The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 408
• Erscheinungstermin: 24. Juli 2013
• Englisch
• ISBN-13: 9781118518991
• Artikelnr.: 39189747

Autorenporträt

Stephen J. Genco, PhD, is a founder of the modern neuromarketing revolution. Andrew P. Pohlmann led the development of the world's first global neuromarketing consultancy. Peter Steidl, MBA, PhD, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations.

Inhaltsangabe

Introduction 1
Part I: The Brave New World of Neuromarketing 5
Chapter 1: What Neuromarketing Is and Isn't 7
Chapter 2: What We Know Now That We Didn't Know Then 21
Chapter 3: Putting Neuromarketing to Work 37
Chapter 4: Why Neuromarketing Matters 59
Part II: The Essence of Neuromarketing: The Nonconscious Mind of the
Consumer 71
Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying
Consumer Behavior 73
Chapter 6: The Central Role of Emotions in Consumer Responses 93
Chapter 7: New Understandings of Consumer Goals and Motivation 105
Chapter 8: Why We Buy the Things We Buy 119
Part III: Neuromarketing in Action 137
Chapter 9: Brands on the Brain 139
Chapter 10: Creating Products and Packages That Please Consumers' Brains
157
Chapter 11: Advertising Effectiveness 175
Chapter 12: The Shopping Brain and In-Store Marketing 191
Chapter 13: When Consumers' Brains Go Online 203
Chapter 14: Entertainment Effectiveness 219
Part IV: Measuring Consumer Response with Neuromarketing 235
Chapter 15: Traditional Approaches: Why Not Just Ask People? 237
Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and
the Brain 249
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your
Customers 269
Chapter 18: Picking the Right Approach for Your Research Needs 285
Part V: Living with Neuromarketing: Practical and Ethical Considerations
297
Chapter 19: Five Things You Need to Know about Neuromarketing Studies and
Measures 299
Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies
317
Chapter 21: Picking the Right Neuromarketing Partner 327
Chapter 22: Neuromarketing Ethics, Standards, and Public Policy
Implications 343
Part VI: The Part of Tens 359
Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing 371
Index 379