- Gebundene Ausgabe: 243 Seiten
- Verlag: Thomas Nelson Publishers; Auflage: Rev. and Updated (31. Januar 2008)
- Sprache: Englisch
- ISBN-10: 078522680X
- ISBN-13: 978-0785226802
- Größe und/oder Gewicht: 16 x 2,5 x 23,6 cm
- Durchschnittliche Kundenbewertung: 1 Kundenrezension
- Amazon Bestseller-Rang: Nr. 298.258 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain: Understanding the Buy Buttons in Your Customer's Brain (Englisch) Gebundene Ausgabe – 31. Januar 2008
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Revealing a combination of the brain research and revolutionary marketing practices, this book teaches techniques to build and deliver powerful, unique, and memorable messages that will have a major, lasting impact on any audience.
Über den Autor und weitere Mitwirkende
Patrick Renvoise grew up in France, where he received a Masters in Computer Science. Focusing his career on sales, he spent several years in global business development, first at Silicon Graphics, where he initiated, closed, and managed multimillion dollar international OEM agreements. He served as Executive Director, Business Development & Strategy at Kleiner Perkins, where he sold supercomputers and software to NASA, Shell, Boeing, BMW, and Canon. Christophe Morin's passion is to help companies clearly identify what motivates and frustrates their prospects so that they can develop sustainable competitive strategies. Morin was CMO for rStar Networks, a company that develops private networks for Fortune 500 companies. Prior to that he was VP of Marketing and Corporate training for Canned Foods, Inc., one of the largest grocery remarketers in the world. He graduated from ESC Nantes with a BA in Marketing and received an MBA from Bowling Green State University.
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in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".
This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.
It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.
Dale Carnegie is great, but not "the latest breakthroughs in
If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.
Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.
I don't feel this book lives up to it's book jacket promise:
"Neuromarketing is the only book to combine the latest brain research
with cutting-edge sales, marketing and communication techniques"
If it's so up on the latest brain research, where are the citations?
That said, it's not a lame book. It has some good information in
it, but little in the way of new ideas. Not a waste of time
but not something I'll likely read again.
So, if this is so, the way we sell must talk to that brain and not the logical brain or the brain we think is used to make decisions.
I think that most people in advertising and marketing have known this but may not call it "the old brain."
However, I found the book full of useful ideas that will help me write more effective sales messages. After all, if we can find the prospect's pain, we can address it and show the prospect how we have the solution. It's basically that simple.
The book is mostly common sense marketing. But the slant is new and some of what we read is rather revolutionary.
Some people say that neuromarketing could be used to manipulative
people. Perhaps. But doesn't all advertising manipulate people, or attempt to do so?
In neuromarketing, we learn that fear is the most basic and primal motivator. We make many --- perhaps most --- of our decisions based on fear. For example, IBM used fear in it's advertising to the point where we heard, "No one was ever fired for buying IBM." In other words, fear of losing our job caused us to "safely" buy Big Blue --- even if another solution might have actually been better.
I find in the copywriting I do for my clients that using fear in the sales messages I write for them is very effective. No one is immune from fear. We don't all crave the same things. But we all have fears. And fear motivates. Researchers, for example, have demonstrated that we react faster to observing fearful faces than we do in seeing happy faces (Emotion, 2007).
Which motivates you more? The message that you could earn more money or the fear of becoming homeless? The former matters. The latter is a hard-hitting motivator that works on our primitive emotions or, as the authors call it, the old brain.
This is an excellent book. It's fast paced and well written. The authors believe that short sales messages work best. They also believe that people recall what's at the beginning and the very end of the message. I like that. It's always worked for me and it will work for you.
We often hear people say 'keep it simple stupid' and 'understand the right and left brains' (as if that really matters!). This book provides proven insights that really matter.
I particularly found the new way to dissect the brain into three parts and the section on how the brain really works quite intriguing as well as applicable to consumer marketing to analyze and influence the well-informed customer of today.
- Avinash (Avi) Jhangiani