|
||||||||||||||||||||
|
||||||||||||||||||||
|
||||||||||||||||||||
The Buying Brain
und über 1 Million weitere Bücher verfügbar für Amazon Kindle .
Erfahren Sie mehr
| |||||||||||||||
Wird oft zusammen gekauft
Produktinformation
Möchten Sie die Produktinformationen aktualisieren oder Feedback zu den Produktabbildungen geben?
Ist der Verkauf dieses Produkts für Sie nicht akzeptabel? |
Mehr über den Autor
Entdecken Sie Bücher, lesen Sie über Autoren und mehr
› Besuchen Sie die Seite von A. K. Pradeep auf Amazon
› Besuchen Sie die Seite von A. K. Pradeep auf Amazon
Produktbeschreibungen
Kurzbeschreibung
If You Understand Brain Basics, You'll Sell More
As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.
The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to
* Brain-friendly product concepts, design, prototypes, and formulation
* Highly effective packaging, pricing, advertising, and in-store marketing
* Building stronger brands that attract deeper consumer loyalty
A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.
As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.
The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to
* Brain-friendly product concepts, design, prototypes, and formulation
* Highly effective packaging, pricing, advertising, and in-store marketing
* Building stronger brands that attract deeper consumer loyalty
A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.
Klappentext
New discoveries in neuroscience are revolutionizing twenty-first-century life, and marketing is no exception. These insights into the human brain promise to reshape the way companies, brands, and products get noticed, get liked, and get bought. So how do you put these groundbreaking findings into practice at your company and gain the advantage over your competitors?
The Buying Brain gives you a one-stop playbook for understanding and applying the latest research using findings from sophisticated neuromarketing techniques. Covering everything from product development to packaging to point-of-sale marketing, this is the only guide you need to access today's newest business frontier: the human brain.
Incorporating data derived from electro-encephalographic (EEG) brainwave studies, eye tracking, and cutting-edge, proprietary findings, The Buying Brain enables you to:
* Understand and employ neuromarketing techniques, terms, and technologies to build your brand and your business
* Reach consumers' minds at the preconscious, precognitive level, where responses are unbiased and unfiltered
* Engage the unique aspects of male and female brains
* Effectively advertise and promote products at all points in the consumer journey
* And much more
Neuroscience is taking marketing to a new level, pointing to a future where companies that properly neuromarket will reach and serve their customers more effectively than companies that don't. Bring your marketing strategy and practice into the age of neuroscience with The Buying Brain, and start putting this powerful body of knowledge to work for you today.
The Buying Brain gives you a one-stop playbook for understanding and applying the latest research using findings from sophisticated neuromarketing techniques. Covering everything from product development to packaging to point-of-sale marketing, this is the only guide you need to access today's newest business frontier: the human brain.
Incorporating data derived from electro-encephalographic (EEG) brainwave studies, eye tracking, and cutting-edge, proprietary findings, The Buying Brain enables you to:
* Understand and employ neuromarketing techniques, terms, and technologies to build your brand and your business
* Reach consumers' minds at the preconscious, precognitive level, where responses are unbiased and unfiltered
* Engage the unique aspects of male and female brains
* Effectively advertise and promote products at all points in the consumer journey
* And much more
Neuroscience is taking marketing to a new level, pointing to a future where companies that properly neuromarket will reach and serve their customers more effectively than companies that don't. Bring your marketing strategy and practice into the age of neuroscience with The Buying Brain, and start putting this powerful body of knowledge to work for you today.
Welche anderen Artikel kaufen Kunden, nachdem sie diesen Artikel angesehen haben?
Tags(Was ist das?)Bei einem Tag handelt es sich um ein Schlagwort, das zum Produkt passt.
Tags erleichtern allen Kunden die Suche und die Sortierung ihrer Lieblingsprodukte. |
Kundenrezensionen
Die hilfreichsten Kundenrezensionen
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
Ein typisches amerikanisches Buch. Der Autor ergeht sich in am Ende nervender Überlegenheitsdarstellung. Selbstvermarktung gut und schon, aber wenn ich Geld für ein wissenschaftlich erscheinendes Buch bezahlen soll, erwarte ich auch eine gewisse Ausgewogenheit. Aber daran und weiteren Dingen läßt es Pradeep deutlich vermissen. Dabei hätte es ein richtig gutes Buch werden können. Denn das Thema ist spannend und gut geeignet zusätzliche Möglichkeiten der Marktforschung für Marken aufzuzeigen. Aber als Vermarkter eines Neuro-Marktforschungsstudio kann er der Versuchung nicht wiederstehen, seine EEG Studien nun als das non plus ultra darzustellen - und das wirkt schnell belustigend bis lächerlich. Wir wissen alle, dass der Homo oeconomicus tot ist, aber ebenso wenig sind wir nur getrieben vom 'deep subconscious' wie uns der Autor weis machen will. Er benutzt das Wort 'deep' so oft, dass man versucht ist anzunehmen, dass bei ihm das Wort deswegen so tiefe Resonanz auslöst, weil es in seinem Namen enthalten ist. Sorry for the pun. Wenn er dann die Konsequenzen seiner tiefen insights präsentiert, muss jeder erfahrene Werber und Marketeer seine Selbstbeherrschung bemühen, um nicht loszulachen. Dieses 'Wissen' liegt oft seit sehr vielen Jahren vor. Beispiel? Wir reagieren positiv auf fröhliche Gesichter. Dass das nun die Spiegelneuronen sind, ist auch schon leidlich bekannt. Ein weiterer Beweis, dass die die Hoffnungen auf bahnbrechende Erkenntnisse aus der Neuroforschung für das Marketing weiter auf sich warten lassen. Die deutschen Professoren Bruhn und Köhler habend das in ihrem grundlegenden Werk vor kurzem auch schon festgestellt. Deren Buch lohnt sich mehr - allerdings werden Sie danach vermutlich mehr über Neuroforschung wissen, aber wirklich neue Anstöße für Betriebswirte sind kaum enthalten.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
24 Rezensionen
33 von 38 Kunden fanden die folgende Rezension hilfreich
What my MBA didn't teach me, but my Graphic Design did!
10. August 2010
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
I thought that I would get a much better lesson in neuromarketing then what I had already discovered in "Buyology". What I got were my graphic design classes presented back to me, with a few added words. There was really nothing new uncovered/discovered in this book that most seasoned marketers haven't known for decades (watch Bewitched!). However, if this book was simply validation of that stuff, then it did its part. I was very disappointed that this book didn't go where no other book on the subject had gone before. Coming from Pradeep (the self-proclaimed neuro-guru) it could have been his "Competitive Strategy". It is certainly not that at all, it is another everyone-can-be-a-marketer-even-neuroscientists book. I am sure there will be many that find this book interesting, fascinating even, (based on some of the other reviews), but trust me, you already know more than what you'll ever learn in this book. By the way Pradeep, you need to explore your pages 178-180 deeper, this is the rabbit hole!
9 von 10 Kunden fanden die folgende Rezension hilfreich
Thorough
9. August 2010
Format:Gebundene Ausgabe
I have been following the emerging field of neuromarketing for a little while now, mostly through the great neuromarketing blog by Roger Dooley. I've struggled finding good books on neuromarketing, however. I picked up Buyology by Martin Lindstrom earlier this year but like others was disappointed. Most of his observations are common sense and I did not find that he offered anything new to the field.
Dr. Pradeep's book The Buying Brain, on the other hand, did. I found great new insights backed by neuroscience on topics such as the "Boomer brain" and the "Female brain" among others. The thing that I thought that was unique about this book is that it didn't just present neuroscience facts, rather Dr. Pradeep took an extra step and translated these known facts into concrete marketing practices. This is just the kind of book that I was looking for and I hope that others like it will follow. These kinds of pioneering books demonstrate to the world that neuromarketing is not just some cute fad but a legitimate (and improved!) form of market research that is here to stay.
Dr. Pradeep's book The Buying Brain, on the other hand, did. I found great new insights backed by neuroscience on topics such as the "Boomer brain" and the "Female brain" among others. The thing that I thought that was unique about this book is that it didn't just present neuroscience facts, rather Dr. Pradeep took an extra step and translated these known facts into concrete marketing practices. This is just the kind of book that I was looking for and I hope that others like it will follow. These kinds of pioneering books demonstrate to the world that neuromarketing is not just some cute fad but a legitimate (and improved!) form of market research that is here to stay.
17 von 23 Kunden fanden die folgende Rezension hilfreich
Disappointing effort
7. August 2010
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
I was looking forward to reading this book. After all, Neurofocus is getting some traction with big corporations alongside a handful of other companies. Neurofocus is backed up by Nielsen and big names in the field of neuroscience- that helps. However, given this background, one would have expected a richer book. There's hardly anything new in this book as it relates to the brain or neuromarketing, instead the author relentlessly positions Neurofocus' approach as the best there is, as if other approaches were wrong. yes EEGs offer insight into how the brain responds to stimuli but the book offer zero validation that these responses are linked to changes in the market (sorry, but when he says "sales are up", well i can do nothing else but believe him). Brain responses and physical states which people are trying to link to psychological states- Neurofocus seems to take the shortcut of "because it lights up it means that..."- the example of the plastic spoon seems far fetched. If it were true, people wouldn't be using silver spoons and it only demonstrates that there may be a difference between how the brain reacts and what people do. Neurofocus certainly worked hard on developing approaches to replace "old methods" and the author proposes metrics in all fields from packaging to brand essence. Again, we can do nothing but read and believe, and i am sure companies like emsense have different ones, claiming the same power. If EEgs were that powerful to understand the mind of the consumer, i am sure Fmris wouldn't be so prominent in brain research. Somehow the author was trying hard to discredit everything else.
Waren diese Rezensionen hilfreich?
Wir wollen von Ihnen hören.
Kunden diskutieren
|
Das Forum zu diesem Produkt
Fragen stellen, Meinungen austauschen, Einblicke gewinnen Aktive Diskussionen in ähnlichen Foren
Kundendiskussionen durchsuchen
|
Ähnliche Foren
|
||||||||||||||||||||||||||||||||||
Lieblingslisten
|
|
Ähnliche Artikel finden
Anhand des Sachgebietes nach ähnlichen Produkten suchen:
Ihr Kommentar
Möchten Sie die Produktinformationen aktualisieren oder Feedback zu den Produktabbildungen geben?
|
