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Author: J. K. Sharma
Publisher: PHI Learning Pvt. Ltd.
ISBN: 8120338685
Category : Business & Economics
Languages : en
Pages : 269
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Book Description
What consumers think is not necessarily what they do. Unearthing this ambiguity between the thinking mind and the doing mind of a consumer is one of the greatest challenges faced by the marketers today. Researchers in the field have devised a new concept called neuro-marketing, which maps the cognitive behaviour of a consumer. This book highlights various aspects of neuromarketing, its application to consumer behaviour, and its techniques to strengthen brand management and advertising strategies.
Author: J. K. Sharma
Publisher: PHI Learning Pvt. Ltd.
ISBN: 8120338685
Category : Business & Economics
Languages : en
Pages : 269
Get Book Here
Book Description
What consumers think is not necessarily what they do. Unearthing this ambiguity between the thinking mind and the doing mind of a consumer is one of the greatest challenges faced by the marketers today. Researchers in the field have devised a new concept called neuro-marketing, which maps the cognitive behaviour of a consumer. This book highlights various aspects of neuromarketing, its application to consumer behaviour, and its techniques to strengthen brand management and advertising strategies.
Author: Joshua Penrod
Publisher: Springer Nature
ISBN: 3031185498
Category : Business & Economics
Languages : en
Pages : 173
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Book Description
This book explores the ethical and policy implications of the use of neuroscience in marketing. Addressing emerging areas of neuromarketing and consumer neuroscience, this book offers a fresh perspective on establishing a framework for codes of conduct for marketing practices using neuroscientific methods. The use of neuroscience, particularly in commercial and marketing contexts, has been fraught with controversy and ethical concerns. Technological advances have enhanced the ability to not only analyze but also predict (or even control) human behavior. Using the work of Foucault on biopower, the author discusses the moral dimensions of data collection and observation of consumer behavior in neuromarketing as well as policy implications. After discussing the strengths and weaknesses of various ethical frameworks, the author proposes fixes to current ethical and conduct codes for a more seamless approach for governance. This book advances the scholarship on marketing ethics and appeals to researchers of consumer psychology, business ethics, and public policy.
Author: Patrick Renvoise
Publisher: HarperCollins Leadership
ISBN: 1418570303
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
The latest brain research is changing the way we think about sales. How can this help you increase your business? With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness. Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers. In Neuromarketing, Renvoisé and Morin will help you learn: The six stimuli that always trigger a response The four steps to align content and delivery of your message The six message building blocks to address the "old brain" The seven powerful impact boosters to set your delivery apart from the rest Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.
Author: Frederica Brooksworth
Publisher: Springer Nature
ISBN: 303107078X
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.
Author: A. Mansurali
Publisher: CRC Press
ISBN: 1000608891
Category : Business & Economics
Languages : en
Pages : 367
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Book Description
With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.
Author: Prateek Jain
Publisher: Notion Press
ISBN: 1648699480
Category : Business & Economics
Languages : en
Pages : 175
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Book Description
Have you heard so much about marketing but are not sure how to do it? Do you admire the marketing done by big companies and MNCs but you don’t have resources they have to do marketing? These are some dilemmas faced by you as a Small or Medium Enterprise (SME) when you venture into marketing. Marketing is a crucial factor in the success or failure of any enterprise and its products. Marketing has usually been done by traditional or conventional methods, which require a lot of resources and expertise to execute The aim of Innovative Marketing: 30 Types of Marketing for Small and Medium Enterprises is to clear the myths around marketing and arming you with 30 types of non-traditional and unconventional marketing which you can do yourself on limited budgets. This book is written out of the substantial experience gained by the author while working in the marketing departments of big companies and MNCs, and later with many SMEs and entrepreneurs in his own consulting and training company. The 30 types of innovative marketing outlined in the book can be implemented at a fraction of the cost of the traditional or conventional marketing and can create multiple times the impact, if executed properly. About the Author: Dr. Prateek Jain is a Management and Strategy professional and has been working in the industry for more than two decades. He has done his PhD from IIT Delhi, MBA from IIM Lucknow and BE from Mangalore University. He had worked in the Marketing and Strategy departments of prominent Indian, European, American and Japanese organizations spanning across various sectors. He runs his own Consulting and Training company in the area of Entrepreneurship and Small and Medium Enterprises (SMEs). He is based at Noida (Delhi NCR).
Author: Roger Dooley
Publisher: John Wiley & Sons
ISBN: 1118175948
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.
Author: Matt Johnson
Publisher: BenBella Books
ISBN: 1950665232
Category : Business & Economics
Languages : en
Pages : 243
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Book Description
Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.
Author: Stephen J. Genco
Publisher: John Wiley & Sons
ISBN: 1118518977
Category : Business & Economics
Languages : en
Pages : 423
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Book Description
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 really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.
Author: Rob Garay
Publisher:
ISBN:
Category :
Languages : en
Pages : 134
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Book Description
This book aims to spread knowledge and expertise to others in the industry as well as those just entering the world of marketing. In addition to discussing various cognitive biases and the psychological theories based on them, this book examines consumer behavior as a whole, its importance, influences upon it, and emerging fields such as neuromarketing. It also includes a section on ethical considerations when employing such methods, and the extent to which these marketing techniques can be used without causing harm to consumers.
