Genco / Pohlmann / Steidl Neuromarketing For Dummies

1. Auflage 2013
ISBN: 978-1-118-51897-7
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 408 Seiten, E-Book

Learn how to use neuromarketing and understand the sciencebehind it
Neuromarketing is a controversial new field whereresearchers study consumers' brain responses toadvertising and media. Neuromarketing and the brain sciencesbehind it provide new ways to look at the age-oldquestion: why do consumers buy? NeuromarketingFor Dummies goes beyond the hype to explain thelatest findings in this growing and oftenmisunderstood field, and shows business owners andmarketers how neuromarketing really works and how theycan use it to their advantage. You'll get a firm grasp onneuromarketing theory and how it is impacting researchin advertising, in-store and online shopping,product and package design, and much more. Topicsinclude:
* How neuromarketing works
* Insights from the latest neuromarketing research
* How to apply neuromarketing strategies to any level ofadvertising or marketing, on any budget
* Practical techniques to help your customers develop bonds withyour products and services
* The ethics of neuromarketing
Neuromarketing for Dummies demystifies the topic forbusiness owners, students, and marketers and offers practical waysit can be incorporated into your existing marketing plans.

Autoren/Hrsg.

Genco, Stephen

Pohlmann, Andrew

Steidl, Peter

Inhaltsverzeichnis

Introduction 1
Part I: The Brave New World of Neuromarketing 5
Chapter 1: What Neuromarketing Is and Isn't 7
Chapter 2: What We Know Now That We Didn't Know Then21
Chapter 3: Putting Neuromarketing to Work 37
Chapter 4: Why Neuromarketing Matters 59
Part II: The Essence of Neuromarketing: The Nonconscious Mindof the Consumer 71
Chapter 5: The Intuitive Consumer: Nonconscious ProcessesUnderlying Consumer Behavior 73
Chapter 6: The Central Role of Emotions in Consumer Responses93
Chapter 7: New Understandings of Consumer Goals and Motivation105
Chapter 8: Why We Buy the Things We Buy 119
Part III: Neuromarketing in Action 137
Chapter 9: Brands on the Brain 139
Chapter 10: Creating Products and Packages That PleaseConsumers' Brains 157
Chapter 11: Advertising Effectiveness 175
Chapter 12: The Shopping Brain and In-Store Marketing 191
Chapter 13: When Consumers' Brains Go Online 203
Chapter 14: Entertainment Effectiveness 219
Part IV: Measuring Consumer Response with Neuromarketing235
Chapter 15: Traditional Approaches: Why Not Just Ask People?237
Chapter 16: Neuromarketing Measures: Listening to Signals fromthe Body and the Brain 249
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways toLearn from Your Customers 269
Chapter 18: Picking the Right Approach for Your Research Needs285
Part V: Living with Neuromarketing: Practical and EthicalConsiderations 297
Chapter 19: Five Things You Need to Know about NeuromarketingStudies and Measures 299
Chapter 20: A Pre-Flight Checklist for Successful NeuromarketingStudies 317
Chapter 21: Picking the Right Neuromarketing Partner 327
Chapter 22: Neuromarketing Ethics, Standards, and Public PolicyImplications 343
Part VI: The Part of Tens 359
Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing371
Index 379

Über Autor(innen)

Stephen J. Genco, PhD, is a founder of the modern neuromarketing revolution. Andrew P. Pohlmann led the development of the world's first global neuromarketing consultancy. Peter Steidl, MBA, PhD, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations.