Neuromarketing in Action: How to Talk and Sell to the Brain - Softcover

Georges, Patrick M; Bayle-Tourtoulou, Anne-Sophie; Badoc, Michel

Softcover

ISBN 10: 0749469277 ISBN 13: 9780749469276

Publisher: Kogan Page, 2013

Synopsis

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 this title

Book Description:

An in-depth review of the latest thinking on the subconscious influences on consumer behavior and the increasingly important role of neuromarketing in marketing applications

About the Author:

Professor Patrick Georges is a neurosurgeon with a passion for improving management and business organization through the development of the concept of organizational intelligence. He is the author of several works, including The Six-Figure Manager (published by Kogan Page).
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.
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.

About this edition

• Publisher: Kogan Page
• Publication date: 2013
• ISBN 10: 0749469277
• ISBN 13: 9780749469276
• Binding: Paperback
• Edition number: 1
• Number of pages: 280