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Neuromarketing For Dummies
 
 

Neuromarketing For Dummies [Kindle Edition]

Stephen Genco , Andrew Pohlmann , Peter Steidl

Kindle-Preis: EUR 14,71 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Produktbeschreibungen

Kurzbeschreibung

Learn how to use neuromarketing and understand the science behind it 

Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more.  Topics include:

  • How neuromarketing works
  • Insights from the latest neuromarketing research
  • How to apply neuromarketing strategies to any level of advertising or marketing, on any budget
  • Practical techniques to help your customers develop bonds with your products and services
  • The ethics of neuromarketing

Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

Buchrückseite

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

Produktinformation

  • Format: Kindle Edition
  • Dateigröße: 1768 KB
  • Seitenzahl der Print-Ausgabe: 408 Seiten
  • Verlag: For Dummies; Auflage: 1 (18. Juli 2013)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B00EO3ZIIS
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Amazon Bestseller-Rang: #238.706 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?

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Kundenrezensionen

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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.6 von 5 Sternen  24 Rezensionen
4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A must read for anyone wanting to get on track with the new ideas that are currently revolutionizing our thinking on consumers. 6. September 2013
Von Patrick Vyncke - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Verifizierter Kauf
Our thinking on consumers (and how to communicate with them) is currently being revolutionized by thinkers like Dan Ariely, Daniel Khanemann, Timothy Wilson, Leonard Mlodinov, Gerd Gigerenzer, Ap Dijksterhuis, etc. This book contributes to this revolution by neatly pointing out the main ideas that together define the new field of neuromarketing. Both the general framework - distinguishing between the rational and the intuitive consumer - and the many practical implications makes this an invaluable sourcebook for both managers and academic students alike.

Patrick Vyncke - Professor of Advertising and Consumer Behavior - Ghent University (Belgium)
3 von 3 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Repetitive, but the subject is interesting 2. Dezember 2013
Von Citizen John - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Vine Kundenrezension eines kostenfreien Produkts (Was ist das?)
I generally like Dummies books. My take is this one spent too many pages trying to justify that neuromarketing should be recognized more widely as a separate field. By the time I got to the benefits section that started on page 64, I was fatigued. I'd rather get to the good stuff faster rather than spend a lot of time in rote activities.

In summary, neuromarketing is interesting and the next iteration of the book should not use so much repetition and mechanical procedure. If the book can get to the core content more quickly, all will benefit.
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Great Resource for a Fresh Approach to Sales & Marketing 8. November 2013
Von Dan Seidman - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Vine Kundenrezension eines kostenfreien Produkts (Was ist das?)
How does the brain work? How do we make decisions? How does that drive our sales and marketing approaches?

We now know so much more about how our gray matter is motivated to make decisions.

I was drawn to this work because of the focus on the value of story-telling. My company, SalesAutopsy, has compiled over 600 hilarious selling blunders. We use them as teaching moments. Now story-telling as a tool has been validated for a long time (you could argue thousands of years). It's the other stuff here in Neuromarketing for Dummies that'll get you fired up to re-think how you deal with your business.

The three authors have crafted a powerful tool that can help you understand research, do your own research, create a budget (big or small) to apply the research and transform how you do business.

There are very few new idea, approaches out there. This is a rare book that serves its readers is a big way.

MOST HIGHLY RECOMMENDED!
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Neuromarketing Author: Branded Mind 20. September 2013
Von Erik du Plessis - Veröffentlicht auf Amazon.com
Format:Kindle Edition
Absolutely Brilliant.

It is the book that the marketing industry (note - not only the neuromarketing industry) has been waiting for.

I am often asked by neuromarketing students which book(s) I would recommend. I have finally found the book I will recommend.

This is not a neuromarketing book alone, it is a great marketing text book. Ideal to be prescribed text for a general marketing course and post-graduate courses.

I took my time reading it (about two weeks) not because I was trying to understand the neuro-stuff, but because I was intrigued by how simply the authors integrated this with marketing knowledge.

What makes this book great is that the authors differentiates between the effects one desire from a new product and a new ad versus what we expect from an established product or an advertisement for an existing product versus a new product.
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Fantastic Guide 2. Oktober 2013
Von EyeTrackRob - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
I am working with Neuromarketing on a day to day basis for several years now, offering services and giving trainings on how to use the technologies described in this book and how to interpret the results. Still, this book surprised me by explaining thing very easily yet not over simplified.
It is a fantastic book that I can recommend to people working as consultants, for profesionals in Marketing and Market Research, for Students and for people who simply are interested in understanding human behaviour and decision making and the fasciniating reasons behind our irrationality in our everyday lives.
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