Neuromarketing For Dummies

Häftad, Engelska, 2013

AvStephen J. Genco,Andrew P. Pohlmann,Peter Steidl,Stephen J Genco,Andrew P Pohlmann

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Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing worksInsights from the latest neuromarketing researchHow to apply neuromarketing strategies to any level of advertising or marketing, on any budgetPractical techniques to help your customers develop bonds with your products and servicesThe ethics of neuromarketingNeuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

Produktinformation

Utgivningsdatum2013-11-26
Mått188 x 234 x 23 mm
Vikt594 g
FormatHäftad
SpråkEngelska
Antal sidor416
FörlagJohn Wiley & Sons Inc
ISBN9781118518588

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Introduction 1Part I: The Brave New World of Neuromarketing 5Chapter 1: What Neuromarketing Is and Isn’t 7Chapter 2: What We Know Now That We Didn’t Know Then 21Chapter 3: Putting Neuromarketing to Work 37Chapter 4: Why Neuromarketing Matters 59Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer 71Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior 73Chapter 6: The Central Role of Emotions in Consumer Responses 93Chapter 7: New Understandings of Consumer Goals and Motivation 105Chapter 8: Why We Buy the Things We Buy 119Part III: Neuromarketing in Action 137Chapter 9: Brands on the Brain 139Chapter 10: Creating Products and Packages That Please Consumers’ Brains 157Chapter 11: Advertising Effectiveness 175Chapter 12: The Shopping Brain and In-Store Marketing 191Chapter 13: When Consumers’ Brains Go Online 203Chapter 14: Entertainment Effectiveness 219Part IV: Measuring Consumer Response with Neuromarketing 235Chapter 15: Traditional Approaches: Why Not Just Ask People? 237Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain 249Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers 269Chapter 18: Picking the Right Approach for Your Research Needs 285Part V: Living with Neuromarketing: Practical and Ethical Considerations 297Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures 299Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies 317Chapter 21: Picking the Right Neuromarketing Partner 327Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications 343Part VI: The Part of Tens 359Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361Chapter 24: Ten Scientific Pillars Underlying Neuromarketing 371Index 379