Coverart for item
The Resource Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet

Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet

Label
Unconscious branding : how neuroscience can empower (and inspire) marketing
Title
Unconscious branding
Title remainder
how neuroscience can empower (and inspire) marketing
Statement of responsibility
Douglas Van Praet
Creator
Subject
Language
eng
Summary
For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history
Writing style
http://library.link/vocab/ext/novelist/bookUI
10158098
http://library.link/vocab/creatorName
Van Praet, Douglas
Dewey number
658.8342
Index
index present
Literary form
non fiction
http://library.link/vocab/resourcePreferred
True
http://library.link/vocab/subjectName
  • Marketing
  • Consumer behavior
Target audience
adult
http://bibfra.me/vocab/lite/titleRemainder
how neuroscience can empower (and inspire) marketing
Label
Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
Machine generated contents note: pt. I THE SCIENCE BELOW OUR DEEPER BEHAVIOR -- 1.The Myth of Marketing -- 2.Humans, Not Consumers -- 3.The Biology of Behavior -- pt. II THE SEVEN STEPS TO BEHAVIOR CHANGE -- 4.Step One: Interrupt the Pattern -- 5.Step Two: Create Comfort -- 6.Step Three: Lead the Imagination -- 7.Step Four: Shift the Feeling -- 8.Step Five: Satisfy the Critical Mind -- 9.Step Six: Change the Associations -- 10.Step Seven: Take Action
Control code
000050191955
Dimensions
25 cm.
Edition
1st ed.
Extent
xiv, 274 p.
Form of item
regular print reproduction
Isbn
9780230341791
Isbn Type
(hbk.)
Label
Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
Publication
Bibliography note
Includes bibliographical references and index
Contents
Machine generated contents note: pt. I THE SCIENCE BELOW OUR DEEPER BEHAVIOR -- 1.The Myth of Marketing -- 2.Humans, Not Consumers -- 3.The Biology of Behavior -- pt. II THE SEVEN STEPS TO BEHAVIOR CHANGE -- 4.Step One: Interrupt the Pattern -- 5.Step Two: Create Comfort -- 6.Step Three: Lead the Imagination -- 7.Step Four: Shift the Feeling -- 8.Step Five: Satisfy the Critical Mind -- 9.Step Six: Change the Associations -- 10.Step Seven: Take Action
Control code
000050191955
Dimensions
25 cm.
Edition
1st ed.
Extent
xiv, 274 p.
Form of item
regular print reproduction
Isbn
9780230341791
Isbn Type
(hbk.)

Library Locations

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      -33.938111 151.237977
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