Neuromarketing in action : how to talk and sell to the brain /: how to talk and sell to the brain. (2013)

• Record Type: Book
• Further Information: Note: Anne-Sophie Bayle-Tourtoulou, Patrick M. Georges and Michel Badoc.
• Other Names: Bayle-Tourtoulou, Anne-Sophie; Georges, Patrick, 1953-; Badoc, Michel
• Contents: Machine generated contents note: Acknowledgements -- Introduction PART I Neuromarketing or the art of selling to the brain 01 Marketing and its limitations in understanding human intelligence -- The concepts of marketing and Neuromarketing -- Marketing limitations and the contribution of neuroscience: the path of Neuromarketing02 Neuroscience as a way to discover the secrets of human intelligence -- Studies and tools inspired by neuroscience -- Basic knowledge to access the secrets of intelligence -- The brain's primary behaviour and its influence on decision making03 Neuromarketing in question -- Neuromarketing and issues raised -- Are there techniques behind these recommendations? -- Is Neuromarketing ethical? -- How can Neuromarketing be beneficial to marketing? -- Neuromarketing applications to the marketing approach -- Part I: Key Points -- PART II Selling the marketing and organization strategy to the brain of managers and employees 04 Selling the recommendations of the marketing plan to the brain of managers -- Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' -- Sell to the brain of the executive committee05 Increasing the efficiency of marketers' intelligence -- Neuroscience to increase the efficiency of marketing managers and employees -- Using neuroscience to improve the efficiency of collective project meetings -- Supporting change to prevent stress -- Part II: Key PointsPART III Improving the efficiency of the marketing action: the Neuromarketing method 06 Be irresistible: satisfy the customer's senses -- Stage 1 of the Neuromarketing method -- Satisfy the customer's nose -- Satisfy the customer's ears -- Satisfy the customer's eyes -- Satisfy the customer's skin -- Enter through all doors at once -- 07 Be remarkable: please the customer's brain -- Stage 2 of the Neuromarketing method -- The only purpose of the brain is to please itself -- Sex sells -- The food that gives pleasure08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range -- Stage 3 of the Neuromarketing method -- Manage the customer's emotions -- Stress to enhance the marketing performance -- Make a film out of your offers to move the customer09 Be unforgettable: satisfy the customer's memory -- Stage 4 of the Neuromarketing method Increase your customer's memory -- Becoming unforgettable is also remembering your customers10 Be beyond suspicion: satisfy the customer's subconscious -- Stage 5 of the Neuromarketing method -- Influence the customer by increasing the leadership of the product and salesperson -- Influence the customer by playing on the brain's shortcuts11 Be irreproachable: satisfy the customer's conscience -- Stage 6 of the Neuromarketing method -- Help the customer make the right decision -- Offer customers what really suits them12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication -- Neuromarketing in businesses -- Three true stories13 Neuromarketing in application: sensory marketing in the sales outlet -- The advent of the internet has rendered the transformation of physical outlets inevitable -- Importance of the senses in the brain's decision to purchase -- New organization of sales outlets to appeal more directly to human intelligence -- Multi-sensory experience -- Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets -- Part III: Key PointsPART IV Perspectives for today ... and tomorrow 14 Value innovation to surprise the customer's brain -- Disruption for improved communication with the customer's intelligence -- The value innovation approach: the 'blue ocean' strategy -- The 'blue ocean' strategy in application: the example of Thomas Cook -- Appear exceptional to the customer's intelligence: strategies for innovation marketing15 Permission and desire marketing to avoid saturation and rejection by the customer's brain -- Evolution in communication and saturation of the brain receptors -- Permission and desire marketing16 Interactivity to improve communication with the customer's brain -- The internet: a powerful tool driving interactivity -- Adapt the internet to how the customer's intelligence works -- Adapt the internet policy via social networks to the evolving expectations of the consumer's brain17 Brand policy to reassure the customer's brain -- Define a policy to complete the triad of positioning-identity-brand -- Implementation of the brand policy18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience -- Quality and legitimacy: an imperative for Neuromarketing -- Organization of the quality-legitimacy policy -- Sustainable development to leave the customer's brain with a clear conscience -- Part IV: Key PointsVision of the future -- References -- Index.
• Publisher Details: London : Kogan Page
• Publication Date: 2013
• Extent: 1 online resource
• Subjects: 658.8001/9; BUSINESS & ECONOMICS / Marketing / General; Neuromarketing; BUSINESS & ECONOMICS -- Marketing -- General; SCIENCE -- Life Sciences -- Neuroscience; BUSINESS & ECONOMICS -- Industries -- Retailing; BUSINESS & ECONOMICS -- Sales & Selling; BUSINESS & ECONOMICS -- Consumer Behavior; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Neuromarketing; SCIENCE / Life Sciences / Neuroscience*; Electronic books
• Languages: English
• ISBNs: 9780749469283; 0749469285
• Related ISBNs: 9780749469276; 0749469277
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.