Decoded : the science behind why we buy /

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"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Barden, Phil, 1959- (Autor)
Otros Autores: Sutherland, Rory, 1965- (writer of foreword.)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, NJ : John Wiley & Sons, Inc., 2023.
Edición:Second edition.
Temas:
Consumer behavior.
Marketing > Psychological aspects.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

MARC

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020 |a 9781119673101  |q electronic book 
020 |a 1119673100  |q electronic book 
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020 |a 1119673143  |q electronic book 
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035 |a (OCoLC)1327605123 
037 |a 9781119673088  |b O'Reilly Media 
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082 0 0 |a 658.8/342  |2 23 
049 |a UAMI 
100 1 |a Barden, Phil,  |d 1959-  |e author. 
245 1 0 |a Decoded :  |b the science behind why we buy /  |c Phil Barden ; foreword by Rory Sutherland. 
246 3 0 |a Science behind why we buy 
250 |a Second edition. 
264 1 |a Hoboken, NJ :  |b John Wiley & Sons, Inc.,  |c 2023. 
264 4 |c Ã2023 
300 |a 1 online resource (xxiii, 309 pages) :  |b illustrations (some color) 
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 "In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make their decisions. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. He shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded offers a pragmatic framework and guidelines for day to day marketing practice on how to employ this knowledge for more effective brand management from strategy to implementation and NPD"--  |c Provided by publisher. 
588 |a Description based on online resource; title from digital title page (viewed on October 24, 2022). 
590 |a O'Reilly  |b O'Reilly Online Learning: Academic/Public Library Edition 
650 0 |a Consumer behavior. 
650 0 |a Marketing  |x Psychological aspects. 
650 7 |a Consumer behavior.  |2 fast  |0 (OCoLC)fst00876238 
650 7 |a Marketing  |x Psychological aspects.  |2 fast  |0 (OCoLC)fst01010241 
700 1 |a Sutherland, Rory,  |d 1965-  |e writer of foreword. 
776 0 8 |i Print version:  |a Barden, Phil, 1959-  |t Decoded  |b Second edition.  |d Hoboken, NJ : Wiley, 2023  |z 9781119673088  |w (DLC) 2022025462 
856 4 0 |u https://learning.oreilly.com/library/view/~/9781119673088/?ar  |z Texto completo (Requiere registro previo con correo institucional) 
994 |a 92  |b IZTAP 

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