Description
Book SynopsisProfessor Patrick Georges is a neurosurgeon with a passion for improving management and business organization through the development of the concept of organizational intelligence. He is the author of several works, including
The Six-Figure Manager (published by Kogan Page).
Professor Anne-Sophie Bayle-Tourtoulou has taught marketing across several programs of the HEC Group for many years, with a focus on the retail sector. She has worked on various projects in this sector, including product ranges, retailers' own brands, pricing and promotional policies.
Professor Michel Badoc has taught marketing for many years, mostly at the institutions within the HEC Group, but also schools such as the CESB and ENASS. He also develops appraisal and consultancy activities for companies in Europe and North America.
Trade Review"Readers from the marketing domain will get to learn the theory behind product placement, use of colors and scents used in the retail areas and equip them to spot these techniques in the real world. The book is a good read for anyone who works in the retail industry and constantly interacts with customers. The principle is: understand how the brain responds to different stimuli, and expose people to the stimuli that trigger the target desires and emotions." * Prasanna Bidkar, Business2Community *
"Definitely a useful read for anyone starting out in marketing. Practical advice on how to appeal to the senses, brain, emotions, memory, subconscious and conscience of your customers is offered and backed up by relevant examples." * Charlie Stroe, B2B Marketing *
Table of Contents
- 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
