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Neuromarketing For Dummies

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en Limba Engleză Carte Paperback – 26 Nov 2013
Learn to:
  • Apply brain science to marketing and advertising research
  • Recognize how consumers really think and make decisions
  • Conduct neuromarketing studies that won′t break your budget
Expert advice to help you apply neuromarketing techniques and drive business results!
Neuromarketing is a cross–disciplinary field in which researchers study consumers′ brain responses to brands, products, advertising, shopping, entertainment, and more. Building on the latest insights from brain science, it helps researchers find new answers to the age–old question: Why do consumers buy? Neuromarketing For Dummies covers this fascinating and expanding field in detail, and shows you how to use neuromarketing to your advantage. Neuromarketing For Dummies demystifies the topic and offers practical ways to incorporate neuromarketing into your research and marketing plans.
  • Start with Neuromarketing 101 learn the fundamentals of neuromarketing and find out why it matters
  • Unlock the consumer mind explore the nonconscious processes that underlie consumer behavior, the role of emotion in consumer response, and why consumers buy what they buy
  • Check out neuromarketing in action find out where neuromarketing fits in with brands, product packaging and design, advertising, in–store and online shopping, and entertainment
  • Learn how to measure consumer responses delve into the many ways you can measure what your consumers are thinking
  • Explore practical concerns understand the operational, legal, and ethical issues in neuromarketing
Open the book and find:
  • The science behind neuromarketing
  • How emotions are connected to consumer purchasing behavior
  • The benefits and dangers of neuromarketing
  • What motivates consumers
  • Why traditional market research isn′t always effective
  • A look at the inexpensive ways you can learn from your customers
  • How to pick the right neuromarketing partner
  • Ten mistaken beliefs about neuromarketing
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Specificații

ISBN-13: 9781118518588
ISBN-10: 1118518586
Pagini: 384
Ilustrații: illustrations
Dimensiuni: 188 x 234 x 21 mm
Greutate: 0.60 kg
Editura: Wiley
Locul publicării: Hoboken, Canada

Public țintă

Small and large business owners/marketers/advertisers looking to boost their current marketing plan through implementing neuromarketing strategies; students seeking an easy–to–follow introduction.

Textul de pe ultima copertă

Learn to:
  • Apply brain science to marketing and advertising research
  • Recognize how consumers really think and make decisions
  • Conduct neuromarketing studies that won′t break your budget
Expert advice to help you apply neuromarketing techniques and drive business results!
Neuromarketing is a cross–disciplinary field in which researchers study consumers′ brain responses to brands, products, advertising, shopping, entertainment, and more. Building on the latest insights from brain science, it helps researchers find new answers to the age–old question: Why do consumers buy? Neuromarketing For Dummies covers this fascinating and expanding field in detail, and shows you how to use neuromarketing to your advantage. Neuromarketing For Dummies demystifies the topic and offers practical ways to incorporate neuromarketing into your research and marketing plans.
  • Start with Neuromarketing 101 learn the fundamentals of neuromarketing and find out why it matters
  • Unlock the consumer mind explore the nonconscious processes that underlie consumer behavior, the role of emotion in consumer response, and why consumers buy what they buy
  • Check out neuromarketing in action find out where neuromarketing fits in with brands, product packaging and design, advertising, in–store and online shopping, and entertainment
  • Learn how to measure consumer responses delve into the many ways you can measure what your consumers are thinking
  • Explore practical concerns understand the operational, legal, and ethical issues in neuromarketing
Open the book and find:
  • The science behind neuromarketing
  • How emotions are connected to consumer purchasing behavior
  • The benefits and dangers of neuromarketing
  • What motivates consumers
  • Why traditional market research isn′t always effective
  • A look at the inexpensive ways you can learn from your customers
  • How to pick the right neuromarketing partner
  • Ten mistaken beliefs about neuromarketing

Cuprins

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

Notă biografică

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.