Neuromarketing for dummies

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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 real…

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Title Statements

Full title :Neuromarketing for dummies / by Stephen J. Genco, Andrew P. Pohlmann and Peter Steidl.

Summary

Edition Statements

Publication Date:©2013.

Publication Statements

Publisher(s):John Wiley & Sons Canada, Ltd
Place of Publication:Mississauga, Ont
Language:eng
Publication Date:©2013.

The Physical Object

Description:1 online resource

Edition Identifiers

ISBN:9781118518991, 1118518993, 9781118518977, 1118518977, 9781118519004, 1118519000
oclc:ocn854910012
LC Classification:HF5415.12615
Dewey Decimal:658.8342

At a Glance; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part I: The Brave New World of Neuromarketing; Chapter 1: What Neuromarketing Is and Isn't; Defining Neuromarketing; Understanding the New Scientific Foundations of Neuromarketing; Exploring Where Marketers Are Using Neuromarketing Today; Explaining How Neuromarketing Measures Consumer Responses; Succeeding with Neuromarketing Studies; Chapter 2: What We Know Now That We Didn't Know Then; How We Used to Think about Consumers.

How People Really See and Interpret the WorldReplacing the Rational Consumer Model with the Intuitive Consumer Model; Chapter 3: Putting Neuromarketing to Work; Building Better Brands with Neuromarketing; Designing Better Products and Packages with Neuromarketing; Creating Effective Ads with Neuromarketing; Understanding the Mind of the Shopper with Neuromarketing; Appealing to Brains Online with Neuromarketing; Producing Compelling Entertainment with Neuromarketing; Chapter 4: Why Neuromarketing Matters; Potential Dangers of Neuromarketing; Potential Benefits of Neuromarketing.

Learning to Live with Neuromarke…

Subjects

BUSINESS & ECONOMICS -- Consumer Behavi… Consommateurs -- Comportement Consumer behavior Electronic books Marketing -- Aspect psychologique Marketing -- Psychological aspects Neuromarketing