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Книга ISBN13 9781118345580 - Decoded. The Science Behind Why We Buy (Phil Barden) в магазинах, библиотеках и электронных библиотеках с он-лайн чтением

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Название: Decoded. The Science Behind Why We Buy
In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management – from strategy to implementation and NPD. The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ‘why’ behind consumer behaviour. Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK Full colour throughout
Авторы: Phil Barden
Издательство: John Wiley & Sons Limited
Год: 0
Местонахождение: LitRes.ru
ISBN: 9781118345580


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10 января 2015 года: Запуск базы ISBN10 и ISBN13

Запущена база данных ISBN и технический каталог кодов.