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Neuromarketing in action : how to talk and sell to the brain /
"For a phenomenon that is less than 10 years old, neuromarketing is now recognized as an important trend in the development of marketing techniques and applications. Providing a focused and in-depth examination of marketing research that studies consumers' sensorimotor, cognitive and affec...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London :
Kogan Page,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.