Neuromarketing in Action How to Talk and Sell to the Brain [Paperback]

Neuromarketing in Actionprovides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour.
Neuromarketing in Actionthen examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

* Provides both a practical review of current thinking and a detailed review of future developments; * Shows how the latest marketing techniques can be validated and legitimized through the prism of the consumer brain; * Assesses neuromarketing's impact on current and future marketing strategies** 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 Neuromarketinglc