Neuromarketing For Dummies
£13.70£17.10 (-20%)
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.
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Additional information
| Publisher | 1st edition (31 July 2013), For Dummies |
|---|---|
| Language | English |
| Paperback | 408 pages |
| ISBN-10 | 1118518586 |
| ISBN-13 | 978-1118518588 |
| Dimensions | 18.73 x 2.34 x 23.5 cm |
by PATRYK ZAMORSKI
“Neuromarketing for Dummies” is an incisive, reader-friendly guide to neuromarketing. Steve Genco et al. use straightforward language to provide insight to this very diverse and dynamic domain. “N4D” gives a systematic and extremely practical overview of the key issues concerning the neuroscience of marketing, which makes it an invaluable introduction for novices. If, like me, you’ve been following the latest developments in the field, you will be impressed by how well researched and documented the book is. The authors obviously went the extra mile and even prepared a detailed and exhaustive reference guide to all the sources used in the book – superb additional reading if you wish to delve even deeper into the subject. As a marketing practitioner and lecturer, I can wholeheartedly recommend this book. It’s a great mixture of practical examples and inspiration. There is no better book around if you want to get your ideas straight on neuromarketing.
by Amazon Customer
This is a well-researched, clearly written and enjoyable introduction to Neuromarketing.
Every serious marketing professional should read it.
Most importanty, the content underlines the importance of psychology in building strong brands – and that’s what transported me back to my time as a junior marketing professional in the 1980s.
For anyone interested, I’ve also written a fuller review for The Marketing Society here: […]
by Amazon Customer
Good
by Florian Alexandru Ionescu
thank you
by Paul Simister
This is quite a technical introductory book about the exciting, relatively new field of neuromarketing. If I’d have been reading it for study rather than practical purposes, I’d have finished up with a long list of definitions to learn.
The main focus of the book is on neuromarketing research rather than sharing the new ideas that can help you apply the lessons from past research. As such, it’s a book that’s much more relevant to senior managers in large businesses who can afford the research and the mainly brand building type of marketing promotions that the authors favour.
Because I help business owners who usually manage small businesses, the book didn’t give me the specific tips that I was looking for and I can’t imagine recommending it to any prospective or actual clients.
I found it interesting but that’s mainly because the subject appeals to my “inner marketing geek”. If you’re a student taking a neuromarketing course or you’re involved in marketing in a big business then there is much to recommend but, in my opinion, it’s not for the vast majority of small business owners or their advisors.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
by Darren
The original and best introduction to the subject. A very comprehensive and clear overview of the key ideas and methodologies. Great for those who are new to the subject, but also a useful reference for those who already work in the field.