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Full Description
Develop a marketing strategy that applies neuroscience principles to improve engagement, optimize campaigns and elevate your professional impact.
Neuromarketing is a practical guide for mid-career marketers who want to strengthen credibility and develop campaigns grounded in how people actually think, feel and decide. As competition intensifies and consumer behaviour becomes harder to predict, this book shows how to implement evidence-based techniques that enhance recall, deepen emotional resonance and improve results across channels.
Written by expert trainer Katie Hart, the book translates academic neuroscience into clear, actionable tools that marketers can apply immediately. Drawing on research and examples from brands including Aldi and Galaxy, it demonstrates how sensory cues, cognitive triggers and behavioural insights can be used to optimize strategy and improve performance.
You'll learn how to:
- Apply neuroscience principles to improve attention, memory and decision-making outcomes
- Implement sensory and emotional cues that strengthen brand recall and campaign resonance
- Analyze, test and refine creative ideas using behavioural insight
- Optimize messaging and targeting by understanding the unconscious drivers of consumer choice
- Use real-world examples to build your credibility and apply techniques across industries
With detailed chapters, practical models and insights backed by real brand research, Neuromarketing equips marketers to develop more effective strategies, deliver stronger results and stand out in a crowded marketplace.
Themes include: neuromarketing strategy, behavioural insight, sensory marketing, consumer decision making, creative optimization, campaign effectiveness
Contents
Chapter - 00: Introduction - how to use this book;
Section - ONE: Insights into the customer brain;
Chapter - 01: Welcome to neuromarketing - the benefits and opportunities;
Chapter - 02: Tools of the trade;
Chapter - 03: Attention;
Chapter - 04: It's going to get emotional;
Chapter - 05: Reasons to remember;
Chapter - 06: Defying the decision-making odds;
Section - TWO: Putting theory into practice;
Chapter - 07: Getting to know a whole new you;
Chapter - 08: Pictures really do paint a thousand words;
Chapter - 09: Colourful choices;
Chapter - 10: It's only words;
Chapter - 11: Sounds good to me;
Chapter - 12: Touch and go;
Chapter - 13: Smell and taste;
Chapter - 14: Pick 'n' mix;
Chapter - 15: Putting it all together;
