ニューロ・マーケティングの実践 Neuromarketing in Action : How to Talk and Sell to the Brain

ニューロ・マーケティングの実践<br>Neuromarketing in Action : How to Talk and Sell to the Brain

個数：

ニューロ・マーケティングの実践
Neuromarketing in Action : How to Talk and Sell to the Brain

Georges, Patrick M/ Bayle-Tourtoulou, Anne-Sophie/ Badoc, Michel

ウェブストア価格 ¥7,904（本体¥7,186）
Kogan Page Ltd（2013/12発売）
外貨定価 US$ 38.99
ポイント 71pt

提携先の海外書籍取次会社に在庫がございます。通常3週間で発送いたします。
【重要ご説明事項】
1. 納期遅延や、ご入手不能となる場合が若干ございます。
2. 複数冊ご注文の場合、分割発送となる場合がございます。
3. 美品のご指定は承りかねます。

●3Dセキュア導入とクレジットカードによるお支払いについて

【入荷遅延について】
世界情勢の影響により、海外からお取り寄せとなる洋書・洋古書の入荷が、表示している標準的な納期よりも遅延する場合がございます。
おそれいりますが、あらかじめご了承くださいますようお願い申し上げます。

◆画像の表紙や帯等は実物とは異なる場合があります。

◆ウェブストアでの洋書販売価格は、弊社店舗等での販売価格とは異なります。
また、洋書販売価格は、ご注文確定時点での日本円価格となります。
ご注文確定後に、同じ洋書の販売価格が変動しても、それは反映されません。

製本 Paperback:紙装版/ペーパーバック版／ページ数 280 p.
言語 ENG
商品コード 9780749469276
DDC分類 658.85

Full Description

Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour.
Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

Chapter - 00: Introduction;

Section - ONE: Neuromarketing or the art of selling to the brain;

Chapter - 01: Marketing and its limitations in understanding human intelligence;
Chapter - 02: Neuroscience as a way to discover the secrets of human intelligence;
Chapter - 03: Neuromarketing in question;

Section - TWO: Selling the marketing and organization strategy to the brains of managers and employees;

Chapter - 04: Selling the recommendations of the marketing plan to the brain of managers;
Chapter - 05: Increasing the efficiency of marketers' intelligence;

Section - THREE: Improving the efficiency of the marketing action: the Neuromarketing method;

Chapter - 06: Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method;
Chapter - 07: Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method;
Chapter - 08: Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method;
Chapter - 09: Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method;
Chapter - 10: Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method;
Chapter - 11: Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method;
Chapter - 12: Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication;
Chapter - 13: Neuromarketing in application: sensory marketing in the sales outlet;

Section - FOUR: Perspectives for today... and tomorrow;

Chapter - 14: Value innovation to surprise the customer's brain;
Chapter - 15: Permission and desire marketing to avoid saturation and rejection by the customer's brain;
Chapter - 16: Interactivity to improve communication with the customer's brain;
Chapter - 17: Brand policy to reassure the customer's brain;
Chapter - 18: Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience