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Branding Between the Ears : using cognitive science to build lasting customer connections /
"The new, game-changing way to build a "cognitive brand" that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples' thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your br...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New Yorky :
McGraw Hill,
[2022]
|
| Edición: | 1 Edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
| 006 | m o d | ||
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| 008 | 210630s2022 nyu ob 001 0 eng | ||
| 010 | |a 2021029466 | ||
| 040 | |a DLC |b eng |e rda |c DLC |d OCLCF |d OCLCO | ||
| 020 | |a 9781264269853 |q (ebook) | ||
| 020 | |a 1264269854 | ||
| 020 | |z 9781264269846 |q (hardback) | ||
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| 035 | |a (OCoLC)1260168682 | ||
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| 082 | 0 | 0 | |a 658.8/27 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Dayal, Sandeep, |e author. | |
| 245 | 1 | 0 | |a Branding Between the Ears : |b using cognitive science to build lasting customer connections / |c Sandeep Dayal. |
| 250 | |a 1 Edition. | ||
| 264 | 1 | |a New Yorky : |b McGraw Hill, |c [2022] | |
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "The new, game-changing way to build a "cognitive brand" that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples' thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned, marketing thought leader, Sandeep Dayal, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today's brand giants. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: Does this brand give me good vibes? Does what this brand says make sense to me? Will I be happier if I buy this brand? These three factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice. Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people's trust online and giving consumers control over their personal information would be central to gaining their trust-issues that are unfolding today. Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands"-- |c Provided by publisher. | ||
| 588 | |a Description based on print version record and CIP data provided by publisher. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Marketing |x Psychological aspects. | |
| 650 | 0 | |a Cognitive neuroscience. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Marketing |x Aspect psychologique. | |
| 650 | 6 | |a Neurosciences cognitives. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Cognitive neuroscience |2 fast | |
| 650 | 7 | |a Marketing |x Psychological aspects |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Dayal, Sandeep. |t Branding between the ears |b 1 Edition. |d New Yorky : McGraw Hill, [2022] |z 9781264269846 |w (DLC) 2021029465 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9781264269853/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 994 | |a 92 |b IZTAP | ||