Unconscious branding : how neuroscience can empower (and inspire) marketing

The Resource Unconscious branding : how neuroscience can empower (and inspire) marketing

Label

Unconscious branding : how neuroscience can empower (and inspire) marketing

Title remainder

how neuroscience can empower (and inspire) marketing

Statement of responsibility

Douglas Van Praet

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

Dewey number

658.8342

Index

index present

Literary form

non fiction

Target audience

adult

Context

Context of Unconscious branding : how neuroscience can empower (and inspire) marketing

Structured data from the Bibframe namespace is licensed under the Creative Commons Attribution 4.0 International License by Randwick City Library. Additional terms may apply to data associated with third party namespaces.

Context

Work of