Primal Marketing : Evolutionary Secrets for Higher-Impact Marketing Strategies

個数：

予約

Primal Marketing : Evolutionary Secrets for Higher-Impact Marketing Strategies

Nicholson, Michael/ Xiao, Sarah Hong

ウェブストア価格 ¥10,967（本体¥9,970）
Routledge（2026/07発売）
外貨定価 US$ 48.99
ポイント 99pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 188 p.
言語 ENG
商品コード 9781041149057

Full Description

Drawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveal the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies.

While markets, technologies, and media channels have transformed rapidly, the human mind that buys, chooses, and connects has remained fundamentally the same. By introducing an evolutionary approach to marketing, the book argues that effective marketing works not by manipulating desire, but by aligning brands with deep, enduring human needs. Structured around ten major product categories—including food, fashion, health, home, play, technology, transport, and finance—the book shows how everyday consumption reflects primal drives related to survival, belonging, status, attraction, care, and learning. These insights are organised through the PRIMAL framework, a practical strategic tool designed to help marketers diagnose what truly motivates their audiences and translate insight into clear positioning, storytelling, and brand decisions.

Written primarily for marketing practitioners, brand leaders, and strategists, and supported by examples suitable for students and educators, the book bridges theory and application. Readers will gain a powerful lens for understanding consumer behaviour, sharpening brand strategy, and future-proofing marketing decisions by grounding innovation in timeless human psychology.

1. The PRIMAL Consumer - Why Evolution Sells 2. Food And Drink - Fuelling the PRIMAL Fire 3. Clothing And Fashion - Dressing the Parts 4. Beauty and Grooming - Vanity as Strategy 5. Health And Wellbeing - Evolutionary Self-care 6. Hygiene and the Household - Invisible Enemies 7. Toys and Games - PRIMAL Play 8. House and Home - Our Modern Caves 9. Technology - Where Ancient Becomes Modern 10. Transport - Moving Minds, Fuelling Desires 11. Personal Finances - Resources, Resources, Resources! 12. PRIMAL Marketing - Past and Future Tenses