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Daryl Weber

Brand Seduction

How Neuroscience Can Help Marketers Build Memorable Brands

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ISBN: 978-1-63265-985-9
Verlag: CAREER PRESS E-BOOK ACCOUNT
Format: E-Book Text (Keine Verkaufsrechte)
2016

Hauptbeschreibung

For many marketing professionals, &quote;science&quote; is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way and, ultimately, get them to act. In BRAND SEDUCTION, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions and the important roles our emotions and unconscious play in our selections. Welcome to the new world of neuromarketing. Through simple language, engaging stories and actual examples, BRAND SEDUCTION shows you how to decode, build and use these hidden brand fantasies to grow your brand and business. You'll learn: The surprising unconscious side of brands. The biggest myths about consumer psychology. The real role of emotions in building brands. Practical tools to use neuroscience to inspire better marketing. Everyone seems to have a different idea of what brands are, how they work and how they are built. BRAND SEDUCTION digs deeper into the nature of brands, how they exist and behave in the mind and how marketers and business leaders can use this understanding to &quote;seduce&quote; customers and grow their businesses. &quote;Powerful, profound and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters. Marketing is far too powerful to be wasted on manipulation.&quote;Seth GodinAuthorAll Marketers Are Liars&quote;Daryl Weber'sBrand Seductionis jam-packed with fascinating research and actionable insights. Weber shares the science of decision-making simply and clearly, which makes his book perfect for marketing practitioners, academics, and consumers alike. If you're fascinated by what makes consumers tick, this book's for you.&quote;Adam AlterAssociate Professor of Marketing at NYU Stern School of BusinessAuthor ofNew York TimesBestseller, Drunk Tank Pink