Decoded: The Science Behind Why We Buy

Barden, Phil

ISBN 10: 1118345606 / ISBN 13: 9781118345603

Published by WILEY, 2013

About this Item

This copy has clearly been enjoyedâ expect noticeable shelf wear and some minor creases to the cover. Binding is strong, and all pages are legible. May contain previous library markings or stamps.

Seller Inventory # DBV.1118345606.A

Bibliographic Details

• Title: Decoded: The Science Behind Why We Buy
• Publisher: WILEY
• Publication Date: 2013
• Language: English
• ISBN 10: 1118345606
• ISBN 13: 9781118345603
• Binding: Hardcover
• Condition: acceptable

About this title

Synopsis

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 buy
• Offers 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 advertising
• Packed 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 UK
• Full colour throughout

About the Author

Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly  immersed himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.