{"product_id":"neuromarketing-in-action-9780749476144","title":"Neuromarketing in Action","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eProfessor Patrick Georges\u003c\/b\u003e 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 \u003ci\u003eThe Six-Figure Manager\u003c\/i\u003e (published by Kogan Page).\u003cb\u003eProfessor Anne-Sophie Bayle-Tourtoulou\u003c\/b\u003e 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.\u003cb\u003eProfessor Michel Badoc\u003c\/b\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"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 *\u003cbr\u003e\"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 *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003e\u003cul\u003e\u003cli\u003eChapter - 00: \tIntroduction;\u003c\/li\u003e\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - ONE:  Neuromarketing or the art of selling to the brain;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 01: \tMarketing and its limitations in understanding human intelligence;\u003c\/li\u003e\n\u003cli\u003eChapter - 02: \tNeuroscience as a way to discover the secrets of human intelligence;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tNeuromarketing in question;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - TWO:  Selling the marketing and organization strategy to the brains of managers and employees;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 04: \tSelling the recommendations of the marketing plan to the brain of managers;\u003c\/li\u003e\n\u003cli\u003eChapter - 05: \tIncreasing the efficiency of marketers’ intelligence;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - THREE:  Improving the efficiency of the marketing action: the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 06: \tBe irresistible: satisfy the customer’s senses – Stage 1 of the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003eChapter - 07: \tBe remarkable: please the customer’s brain – Stage 2 of the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tBe moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range – Stage 3 of the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tBe unforgettable: satisfy the customer’s memory – Stage 4 of the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tBe beyond suspicion: satisfy the customer’s subconscious – Stage 5 of the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003eChapter - 11: \tBe irreproachable: satisfy the customer’s conscience – Stage 6 of the Neuromarketing method;\u003c\/li\u003e\n\u003cli\u003eChapter - 12: \tNeuromarketing in application: from cognitive optimization of product conception and display to  sales and communication;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tNeuromarketing in application: sensory marketing in the sales outlet;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FOUR:  Perspectives for today... and tomorrow;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 14: \tValue innovation to surprise the customer’s brain;\u003c\/li\u003e\n\u003cli\u003eChapter - 15: \tPermission and desire marketing to avoid saturation and rejection by the customer’s brain;\u003c\/li\u003e\n\u003cli\u003eChapter - 16: \tInteractivity to improve communication with the customer’s brain;\u003c\/li\u003e\n\u003cli\u003eChapter - 17: \tBrand policy to reassure the customer’s brain;\u003c\/li\u003e\n\u003cli\u003eChapter - 18: \tQuality to enhance loyalty, and legitimacy to leave the customer’s brain with a clear conscience\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":49404528722263,"sku":"9780749476144","price":77.9,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749476144.jpg?v=1730486734","url":"https:\/\/bookcurl.com\/products\/neuromarketing-in-action-9780749476144","provider":"Book Curl","version":"1.0","type":"link"}