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Decoded: The Science Behind Why We Buy (Englisch) Gebundene Ausgabe – 1. Februar 2013


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Decoded: The Science Behind Why We Buy + How Brands Grow: What Marketers Don't Know + Thinking, Fast and Slow
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Produktbeschreibungen

Pressestimmen

'The book is rich in examples of how consumers react to brands, what influences purchasing decisions and how marketers can profit by aligning brands to subconscious preferences and behaviour patterns.' (Irish Times, February 2013)
 
'...an accessible and practical introduction to the applied marketing science of behavioural economics. Loss aversion, reframing, choice architecture: all these concepts and more are lucidly explained and illustrated with examples from experimental psychology and marketing best practice...' (Marketing Week, March 2013)
 
'Barden clearly and precisely takes on a complex discipline...a compelling look at a tricky subject.' (FS Tech, March 2013)
 

'What distinguishes this book is that it not only runs through the various ways in which human behaviour differs from that typically assumed by all finance directors (and many marketers), but it also comes packed with case studies and suggestions about what we should all do about it. This book is a must-read' (Marketing Magazine, April 2013)
 
'Barden produces very persuasive arguments to support his thesis and draws on examples from well-known, iconic products and campaigns...He strikes an effective balance between explaining the science and demonstrating how it can be applied to advertising and marketing....easy to read ...the end-of-chapter summaries are helpful in distilling and emphasising the complex message' (B2B Marketing,, May 2013)
 
'The book strength lies in the cogent and colourful manner in which Barden sets out his case.' (Admap, May 2013)
 
'While at times this book is heavy on the science, it is a very rewarding read. A lot of the findings are common sense. But often we fail to apply common sense when we put our own objectives ahead of our customers' objectives. Reading Decoded will help you make money'. (Betterretailing.com, May 2013)
 
'Highly readable, on almost every page this book throws out ideas that will improve the way you run your business. It will also help you to understand when the big manufacturers have got their propositions correct for your customers.' (Better Wholesaling, June 2013)

'...he sets out to build the most comprehensive bridge yet between decision science and the day-to-day business of marketing....'Decoded' shows understanding behaviour is not the enemy of creativity but a springboard to it. Creatives more than anyone need to embrace it - not make it planning or research's responsibility or assume a new video on YouTube renders the hardwiring of our brains irrelevant. Advertising will never be a science but it's more science than most working in it realise' (25th January 2013, http://mumbrella.com.au)

Rezension

“When Phil first introduced me to this new and importantunderstanding it crystallised my fears that the long-standingapproach to marketing needed to be fundamentally re-evaluated. Inhis book, he not only persuasively and cogently argues his case butalso shows how we need to think in new ways to maximise ourmarketing efficiency and effectiveness”
Sean Gogarty, Senior Vice President, Household Care,Unilever

“A perfect mixture of deep ideas from visual and decisionneuroscience,
and clear pictures of why those ideas matter formarketing”
Colin Camerer, Robert Kirby Professor of BehavioralEconomics, Caltech

"A must read for marketing managers who wish to deepen theirunderstanding of the vagaries of the consumer behavior. Thedifficult subject matter is presented in an accessible, logical andconcise manner. I will certainly use this book in my graduateclasses”
Leon Zurawicki. Professor of Marketing,University of Massachusetts

"Marketing has, for a long time, been an uneasy tussle between artand science: Decoded gives the discipline a very healthy andeminently accessible push in the direction of the latter. Allmarketers should read it
"—Philip Graves. Author of Consumer.ology


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Amazon.com: 24 Rezensionen
9 von 9 Kunden fanden die folgende Rezension hilfreich
Delicious! 14. Mai 2013
Von Mike - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
The content is probably not new to a marketing professional who keeps current for example Sheena Iyengar's book The Art of Choosing covers some of this material as does Blink: The Power of Thinking Without Thinking, Outliers: The Story of Success and Brains: How They Seem to Work (FT Press Science).

However this book brings together and presents this information with the focus on marketing and sales. The authors prose are easy to read and engaging and the examples are all drawn within the purchasing decisions context. The author center's his discussion around Daniel Kaanheman's Nobel Prize winning research framework on human decision making and how that is exploited. I really enjoyed this book and think marketing professionals and general readers will too.

After reading the book I wondered if the author's choice of cover, ratio of words to diagrams/illustrations/pictures and chapter lengths had influenced why I liked this book so much - so I dropped it a star just in case ...
8 von 9 Kunden fanden die folgende Rezension hilfreich
Decoded 9. Juni 2013
Von Debra - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
Honestly the most impressive part of the book is how beautiful the physical book is. The layout is flawless, the pages are glossy and high quality, and the entire book is in full color with lots of illustrations.

The audience is more specific than I anticipated. It seems to be exclusively written to people working at huge firms selling tangible products that have large marketing budgets and no background in psychology. If you fit into that category, that's great and you will get quite a lot out of this book.

Unfortunately for me, I really don't fall into that category at all. My undergrad degree was in psychology and a lot of the principles and studies he talks about we covered repeatedly throughout college. At this point, they're unoriginal and cliche. That's fine if you're not familiar with them, but if you've ever taken an upper level psych course, there isn't a whole lot of new information here. The applications are sometimes interesting, but I do think he could have been a bit more original than how people perceive optical illusions, for example.

The other disappointment I had is that "buying" refers exclusively to tangible products in this book. In fact, it was so specific to products and brands (think Coke, deoderant, cars, Tropicana, etc.) that I had a hard time extrapolating much of anything to take away for my small service based business. It's great that when people are walking through a store they choose one product over another for whatever reason, but what about when they're looking for a service? How do people choose then? I think service based industry deserved at least a chapter, or a mention or something.

It's also really not geared toward small business. It assumes that as you're applying these principles you'll have a marketing team with a large budget.

The book had some interesting points and as I mentioned, if you're in a specific category of people by all means pick it up and read it. The writing is engaging and if you're not familiar with the material already it will be fascinating. Otherwise, I would look for something more specific to your situation. This is definitely not one for everybody.
3 von 3 Kunden fanden die folgende Rezension hilfreich
Decoding Why People Buy What They Do 14. Juni 2013
Von L. M. Keefer - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
Ever wonder why focus groups can't always predict sales? Or wonder how to design a menu so it will increase sales? Or why switching two words on packaging can significantly cause more sales? Can you predict which packaging design will be best for sales? Or why looking at Apple's logo increases your creativity by a significant amount? Or why when Tropicana orange juice redesigned the art on their carton, sales dropped dramatically?

This book explains the principles behind these dynamics and others. The science of why we buy is decoded for us in this book based on research of behavioral economics, psychology and the study of the brain. While we may think we are consciously making all our buying decisions, there are triggers and signals which sway us. This understanding seems like it would be pretty indispensable to those in marketing and business.

The author says there's an 80-90% rate of failure for new products. To ensure that products receive optimum attention, this book explains ways to accomplish this. The principles behind this can be used to create new campaigns.

The language in this book is clear with interesting examples illustrating the principles. Some of the products are British, and some aren't available in the U.S., so British readers might find the examples easier to grasp. However, the principles are applicable to U.S. brands and culture. There is a helpful summary of the chapters titled WHAT WE HAVE LEARNED IN THIS CHAPTER followed by WHAT THIS MEANS TO US AS MARKETERS. (One suggestion for improvement is to print these pages on lighter color paper stock as it was difficult to read with some of the darker colors.)

I have read other behavioral economics and marketing books and the material in here seems pretty fresh. To be an effective marketer or CEO, the information in this book as to how consumers make buying decisions, why we buy, what motivates us, what goals are we pursuing in our purchases, why we buy the products we do etc. seems fairly indispensable to successful marketing. The author has worked in marketing for large companies, so he understands how marketers work, and how to explain these ideas to be most useful to marketers. After reading the entire book, I came away with an understanding of the basic architecture of what motivates consumers to buy and how to influence them positively.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Decoded- The Science Behind Why We Buy ; An Excellent Book 21. November 2013
Von Luis - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
Decoded- The Science Behind Why We Buy

This an excellent book on Neuroscience applied to Marketing and to the individual (customer) decision process. Many of his techniques emanate from the principles of Neuro Linguistic Programming.

However, personally I was attracted to the following points of the book:
•Dare to be Trivial!
•Create your desired choice so that it will feel right and the people will select it automatically. (This is magik!)
•People tend to function on autopilot.
•People receive an Input and their perception, intuition and reflection creates for them the decision
•The decision process is based on two systems:
a.Implicit, which is the autopilot process. (Subconsciously at 11,000,000 bits/sec.)
b.Explicit, which is Manual (consciously at 40 bits/sec.)
•What we call expertise is an autopilot system that is usually developed after 10,000 hours of experience on the field.
•The perceived net value of anything is equal to the reward minus the pain inflicted in the process.
•Attention is driven by what we value at a given time.
•We should always emphasize on the peripheral perception (forms, colors, smells, feelings and textures) and forget about the typical perception of images.
•A goal can be activated and pursued as an autopilot process.
•The basic goal system should be based on the Promotion and Prevention Processes.

a.Promotion grants the individual:
-Excitement
-Adventure
-Autonomy

b.Prevention grants the individual:
-Enjoyment
-Security
-Discipline

Decoded is a new mental model for marketing purposes. Great book for acquiring additional tools for your entrepreneurial toolbox!
2 von 2 Kunden fanden die folgende Rezension hilfreich
Cognitive reasoning on why we buy, or not buy 9. Juli 2013
Von Susman - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
What interested me in this title was what really drives us to make certain purchase. What I found was a very interesting set of theories on our mental reasoning, the text of the book shows how our cognitive pathways lead us to pick out and choose between items. The research shows that environment and behavioral science is used to help uncover why we do what we do as consumers. The results that are brought to fore, are both interesting and to be frank not was expected.
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