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Neuromarketing in action : = how to talk and sell to the brain /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Neuromarketing in action :/ Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou, and Michel Badoc.
其他題名:	how to talk and sell to the brain /
作者:	Georges, Patrick M.
其他作者:	Badoc, Michel.
出版者:	London ;Kogan Page, : 2014.,
面頁冊數:	ix, 270 p. :ill. ; : 24 cm;
標題:	Neuromarketing. -
ISBN:	9780749469276 (pbk.) :

Neuromarketing in action : = how to talk and sell to the brain /
Georges, Patrick M.

Neuromarketing in action :how to talk and sell to the brain /Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou, and Michel Badoc. - London ;Kogan Page,2014. - ix, 270 p. :ill. ;24 cm

Includes bibliographical references (p. 263-266) and index.

Machine generated contents note: Acknowledgements -- Introduction PART I Neuromarketing or the art of selling to the brain 01 Marketing and its limitations in understanding human intelligence -- The concepts of marketing and Neuromarketing -- Marketing limitations and the contribution of neuroscience: the path of Neuromarketing02 Neuroscience as a way to discover the secrets of human intelligence -- Studies and tools inspired by neuroscience -- Basic knowledge to access the secrets of intelligence -- The brain’s primary behaviour and its influence on decision making03 Neuromarketing in question -- Neuromarketing and issues raised -- Are there techniques behind these recommendations? -- Is Neuromarketing ethical? -- How can Neuromarketing be beneficial to marketing? -- Neuromarketing applications to the marketing approach -- Part I: Key Points -- PART II Selling the marketing and organization strategy to the brain of managers and employees 04 Selling the recommendations of the marketing plan to the brain of managers -- Improve the pertinence of the marketing plan for an executive committee: the ’marketing cockpit’ -- Sell to the brain of the executive committee05 Increasing the efficiency of marketers’ intelligence -- Neuroscience to increase the efficiency of marketing managers and employees -- Using neuroscience to improve the efficiency of collective project meetings -- Supporting change to prevent stress -- Part II: Key PointsPART III Improving the efficiency of the marketing action: the Neuromarketing method 06 Be irresistible: satisfy the customer’s senses - Stage 1 of the Neuromarketing method -- Satisfy the customer’s nose -- Satisfy the customer’s ears -- Satisfy the customer’s eyes -- Satisfy the customer’s skin -- Enter through all doors at once -- 07 Be remarkable: please the customer’s brain - Stage 2 of the Neuromarketing method -- The only purpose of the brain is to please itself -- Sex sells -- The food that gives pleasure08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method -- Manage the customer’s emotions -- Stress to enhance the marketing performance -- Make a film out of your offers to move the customer09 Be unforgettable: satisfy the customer’s memory - Stage 4 of the Neuromarketing method Increase your customer’s memory -- Becoming unforgettable is also remembering your customers10 Be beyond suspicion: satisfy the customer’s subconscious - Stage 5 of the Neuromarketing method -- Influence the customer by increasing the leadership of the product and salesperson -- Influence the customer by playing on the brain’s shortcuts11 Be irreproachable: satisfy the customer’s conscience - Stage 6 of the Neuromarketing method -- Help the customer make the right decision -- Offer customers what really suits them12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication -- Neuromarketing in businesses -- Three true stories13 Neuromarketing in application: sensory marketing in the sales outlet -- The advent of the internet has rendered the transformation of physical outlets inevitable -- Importance of the senses in the brain’s decision to purchase -- New organization of sales outlets to appeal more directly to human intelligence -- Multi-sensory experience -- Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets -- Part III: Key PointsPART IV Perspectives for today... and tomorrow 14 Value innovation to surprise the customer’s brain -- Disruption for improved communication with the customer’s intelligence -- The value innovation approach: the ’blue ocean’ strategy -- The ’blue ocean’ strategy in application: the example of Thomas Cook -- Appear exceptional to the customer’s intelligence: strategies for innovation marketing15 Permission and desire marketing to avoid saturation and rejection by the customer’s brain -- Evolution in communication and saturation of the brain receptors -- Permission and desire marketing16 Interactivity to improve communication with the customer’s brain -- The internet: a powerful tool driving interactivity -- Adapt the internet to how the customer’s intelligence works -- Adapt the internet policy via social networks to the evolving expectations of the consumer’s brain17 Brand policy to reassure the customer’s brain -- Define a policy to complete the triad of positioning-identity-brand -- Implementation of the brand policy18 Quality to enhance loyalty, and legitimacy to leave the customer’s brain with a clear conscience -- Quality and legitimacy: an imperative for Neuromarketing -- Organization of the quality-legitimacy policy -- Sustainable development to leave the customer’s brain with a clear conscience -- Part IV: Key PointsVision of the future -- References -- Index.

ISBN: 9780749469276 (pbk.) :NT1529

LCCN: 2013028705Subjects--Topical Terms:

915595
Neuromarketing.

LC Class. No.: HF5415.12615 / .G46 2014

Dewey Class. No.: 658.8001/9

Neuromarketing in action : = how to talk and sell to the brain /
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