Decoding The Irrational Consumer

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Decoding the Irrational Consumer

Author : Darren Bridger
Publisher : Kogan Page Publishers
ISBN 13 : 0749473851
Total Pages : 224 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Decoding the Irrational Consumer by : Darren Bridger

Download or read book Decoding the Irrational Consumer written by Darren Bridger and published by Kogan Page Publishers. This book was released on 2015-08-03 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.

The Irrational Consumer

Author : Enrico Trevisan
Publisher : Routledge
ISBN 13 : 1317026942
Total Pages : 167 pages
Book Rating : 4.3/5 (17 download)

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Book Synopsis The Irrational Consumer by : Enrico Trevisan

Download or read book The Irrational Consumer written by Enrico Trevisan and published by Routledge. This book was released on 2016-03-09 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: Companies of all kinds have fallen into some of the most fundamental of traps when it comes to consumer marketing; in assuming that the motivation that drives their customers is entirely rational. Enrico Trevisan's The Irrational Consumer builds on the ground breaking works on behavioural economics of authors such as Daniel Kahneman and Richard Thaler in order to explain the fundamental drivers of customer decisions and how to incorporate these into your business strategy. Learn how consumers respond to different offer architectures and discounts; why they sometimes struggle to see the wood for the trees in a world of ever-increasing options; what are the rules of thumb they develop for making sense of value. Behavioural economics offers organizations perspectives for engaging with customers, whose views on what to buy are strongly driven by contextual factors, such as the framework and the dynamics of choices. Enrico Trevisan's The Irrational Consumer is your 'must-have' primer to this world.

Decoding the New Consumer Mind

Author : Kit Yarrow
Publisher : John Wiley & Sons
ISBN 13 : 1118859588
Total Pages : 224 pages
Book Rating : 4.1/5 (188 download)

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Book Synopsis Decoding the New Consumer Mind by : Kit Yarrow

Download or read book Decoding the New Consumer Mind written by Kit Yarrow and published by John Wiley & Sons. This book was released on 2014-03-18 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Take a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands. Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we shop we show greater emotionality, hunting for more intense experiences and seeking relief and distraction online. A profound sense of isolation and individualism shapes the way we express ourselves and connect with brands and retailers. Neurological research even suggests that our brains are rewired, altering what we crave, how we think, and where our attention goes. Decoding the New Consumer Mind provides marketers with practical ways to tap into this new consumer psychology, and Yarrow shows how to combine technology and innovation to enhance brand image; win love and loyalty through authenticity and integrity; put the consumer’s needs and preferences front and center; and deliver the most emotionally intense, yet uncomplicated, experience possible. Armed with Yarrow’s strategies, marketers will be able to connect more effectively with consumers—driving profit and success across the organization.

The Neuro-Consumer

Author : Anne-Sophie Bayle-Tourtoulou
Publisher : Routledge
ISBN 13 : 1000055523
Total Pages : 274 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis The Neuro-Consumer by : Anne-Sophie Bayle-Tourtoulou

Download or read book The Neuro-Consumer written by Anne-Sophie Bayle-Tourtoulou and published by Routledge. This book was released on 2020-04-24 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

Neuro Design

Author : Darren Bridger
Publisher : Kogan Page Publishers
ISBN 13 : 0749478896
Total Pages : 265 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Neuro Design by : Darren Bridger

Download or read book Neuro Design written by Darren Bridger and published by Kogan Page Publishers. This book was released on 2017-02-03 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: COMMENDED: Business Book Awards 2018 - Thought Leader Category Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including the likes of Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimize their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement through their website, and boost profitability. Neuro Design emphasizes the importance of understanding consumers' non-conscious reactions to design and how brands can use them to improve performance, and increase the credibility and persuasiveness of their content. Including practical methods such as neuro-research for testing websites, plus real world case studies from P&G, Coca-Cola, Google and neuroscientific advertising for Nielson, this is the essential handbook for any marketer looking to improve engagement with their creative graphic content. Also covering visuospatial resonance, banner blindness, visual saliency, the Gestalt Psychology Model, the halo effect and much more, Neuro Design will equip any marketer with the design techniques they need to engage with consumers. Online resources include web links to inspiring reading, and further website resources.

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Author : Atli, Dincer
Publisher : IGI Global
ISBN 13 : 1799831280
Total Pages : 304 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience by : Atli, Dincer

Download or read book Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience written by Atli, Dincer and published by IGI Global. This book was released on 2020-06-19 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Handbook of Research on Transmedia Storytelling and Narrative Strategies

Author : Y?lmaz, Recep
Publisher : IGI Global
ISBN 13 : 1522553584
Total Pages : 599 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Handbook of Research on Transmedia Storytelling and Narrative Strategies by : Y?lmaz, Recep

Download or read book Handbook of Research on Transmedia Storytelling and Narrative Strategies written by Y?lmaz, Recep and published by IGI Global. This book was released on 2018-07-06 with total page 599 pages. Available in PDF, EPUB and Kindle. Book excerpt: Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

EBOOK: Principles and Practice of Marketing, 9e

Author : David Jobber
Publisher : McGraw Hill
ISBN 13 : 1526847248
Total Pages : 864 pages
Book Rating : 4.5/5 (268 download)

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Book Synopsis EBOOK: Principles and Practice of Marketing, 9e by : David Jobber

Download or read book EBOOK: Principles and Practice of Marketing, 9e written by David Jobber and published by McGraw Hill. This book was released on 2019-08-01 with total page 864 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Principles and Practice of Marketing, 9e

EBOOK: Principles and Practice of Marketing

Author : JOBBER, DAVID/E
Publisher : McGraw Hill
ISBN 13 : 0077174151
Total Pages : 845 pages
Book Rating : 4.0/5 (771 download)

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Book Synopsis EBOOK: Principles and Practice of Marketing by : JOBBER, DAVID/E

Download or read book EBOOK: Principles and Practice of Marketing written by JOBBER, DAVID/E and published by McGraw Hill. This book was released on 2016-03-16 with total page 845 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Principles and Practice of Marketing

Formative Research in Social Marketing

Author : Krzysztof Kubacki
Publisher : Springer
ISBN 13 : 9811018294
Total Pages : 290 pages
Book Rating : 4.8/5 (11 download)

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Book Synopsis Formative Research in Social Marketing by : Krzysztof Kubacki

Download or read book Formative Research in Social Marketing written by Krzysztof Kubacki and published by Springer. This book was released on 2016-10-07 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.

Global Brand Management

Author : Laurence Minsky
Publisher : Kogan Page Publishers
ISBN 13 : 074948361X
Total Pages : 329 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Global Brand Management by : Laurence Minsky

Download or read book Global Brand Management written by Laurence Minsky and published by Kogan Page Publishers. This book was released on 2019-11-03 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

Innovative Research Methodologies in Management

Author : Luiz Moutinho
Publisher : Springer
ISBN 13 : 3319644009
Total Pages : 224 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Innovative Research Methodologies in Management by : Luiz Moutinho

Download or read book Innovative Research Methodologies in Management written by Luiz Moutinho and published by Springer. This book was released on 2017-12-05 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: A seminal collection of research methodology themes, this two-volume work provides a set of key scholarly developments related to robustness, allowing scholars to advance their knowledge of research methods used outside of their own immediate fields. With a focus on emerging methodologies within management, key areas of importance are dissected with chapters covering statistical modelling, new measurements, digital research, biometrics and neuroscience, the philosophy of research, computer modelling approaches and new mathematical theories, among others. A genuinely pioneering contribution to the advancement of research methods in business studies, Innovative Research Methodologies in Management presents an analytical and engaging discussion on each topic. By introducing new research agendas it aims to pave the way for increased application of innovative techniques, allowing the exploration of future research perspectives. Volume II explores a range of research methodologies including the Spatial Delphi and Spatial Shang, Virtual Reality, the Futures Polygon and Neuroscience research.

Marketing with Strategic Empathy

Author : Claire Brooks
Publisher : Kogan Page Publishers
ISBN 13 : 0749477555
Total Pages : 256 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Marketing with Strategic Empathy by : Claire Brooks

Download or read book Marketing with Strategic Empathy written by Claire Brooks and published by Kogan Page Publishers. This book was released on 2016-08-03 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.

First-Class Leadership

Author : Hamid Safaei
Publisher : Black Card Books
ISBN 13 : 1772047600
Total Pages : 289 pages
Book Rating : 4.7/5 (72 download)

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Book Synopsis First-Class Leadership by : Hamid Safaei

Download or read book First-Class Leadership written by Hamid Safaei and published by Black Card Books. This book was released on 2017-12-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: First-Class Leadership is a comprehensive book that all managers and leaders should read. The amount of information is second to none. A brilliant book based on research and experience brings to the fore everything you need to know about being a first-class leader. The techniques and advice in this book are simple yet effective—you will wonder why you have never done them. In First-Class Leadership, Hamid Safaei discusses specific and actionable points from getting people to believe in your vision, building effective teams, communicating, inspiring, encouraging, and developing employees so they give their very best, caring and nurturing your workforce, to finding and keeping talent that will take your company to the next level. This book will change your perspective on how leaders should lead and how managers should manage. Inspired by icons such as Mahatma Gandhi, Bill Gates, Elon Musk, and Steve Jobs, what Hamid Safaei brings together is a wealth of information that will pave the way for everyone to become a first-class leader. A must-read gem on successful and effective leadership! Have you ever dreamed of making tough calls in fractions of seconds? What does it mean when the author says: “If it’s not a HELL YES it’s a NO”? Why is it important that you remain connected to your biggest WHY? What if you don’t love what you do? How do great leaders hold ground when the going gets tough? What does the author of First-Class Leadership mean by QPA building blocks which stand for Qualities, Principles, and Attitudes? How have the greatest leaders on Earth mastered premium leadership qualities? What is the first thing the greatest leaders do in every new situation? What profound leadership lessons can we learn from the rules of nature ruling for millions of years? How have greatest leaders built highly effective teams? And how do they keep their highfliers happy? How did they achieve glory so you can follow in their footsteps? These questions and many more have been answered in First-Class Leadership.

ECSM 2021 8th European Conference on Social Media

Author : Dr Christos Karpasitis
Publisher : Academic Conferences Inter
ISBN 13 : 1914587014
Total Pages : pages
Book Rating : 4.9/5 (145 download)

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Book Synopsis ECSM 2021 8th European Conference on Social Media by : Dr Christos Karpasitis

Download or read book ECSM 2021 8th European Conference on Social Media written by Dr Christos Karpasitis and published by Academic Conferences Inter. This book was released on 2021-07-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Conference Proceedings of 8th European Conference on Social Media

Internet of Things and Data Analytics Handbook

Author : Hwaiyu Geng
Publisher : John Wiley & Sons
ISBN 13 : 1119173647
Total Pages : 750 pages
Book Rating : 4.1/5 (191 download)

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Book Synopsis Internet of Things and Data Analytics Handbook by : Hwaiyu Geng

Download or read book Internet of Things and Data Analytics Handbook written by Hwaiyu Geng and published by John Wiley & Sons. This book was released on 2017-01-10 with total page 750 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the Internet of Things (IoT) and Data Analytics from a technical, application, and business point of view. Internet of Things and Data Analytics Handbook describes essential technical knowledge, building blocks, processes, design principles, implementation, and marketing for IoT projects. It provides readers with knowledge in planning, designing, and implementing IoT projects. The book is written by experts on the subject matter, including international experts from nine countries in the consumer and enterprise fields of IoT. The text starts with an overview and anatomy of IoT, ecosystem of IoT, communication protocols, networking, and available hardware, both present and future applications and transformations, and business models. The text also addresses big data analytics, machine learning, cloud computing, and consideration of sustainability that are essential to be both socially responsible and successful. Design and implementation processes are illustrated with best practices and case studies in action. In addition, the book: Examines cloud computing, data analytics, and sustainability and how they relate to IoT overs the scope of consumer, government, and enterprise applications Includes best practices, business model, and real-world case studies Hwaiyu Geng, P.E., is a consultant with Amica Research (www.AmicaResearch.org, Palo Alto, California), promoting green planning, design, and construction projects. He has had over 40 years of manufacturing and management experience, working with Westinghouse, Applied Materials, Hewlett Packard, and Intel on multi-million high-tech projects. He has written and presented numerous technical papers at international conferences. Mr. Geng, a patent holder, is also the editor/author of Data Center Handbook (Wiley, 2015).

Advanced Marketing Management

Author : Nikolaos Dimitriadis
Publisher : Kogan Page Publishers
ISBN 13 : 0749480386
Total Pages : 321 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Advanced Marketing Management by : Nikolaos Dimitriadis

Download or read book Advanced Marketing Management written by Nikolaos Dimitriadis and published by Kogan Page Publishers. This book was released on 2018-11-03 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today's marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organizations. Using contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial evolution of the '4Ps'. Summarizing a large body of literature and academic research on new developments, this book is the go-to guide for students, lecturers and practitioners, wanting to succeed as modern marketers. Online resources include lecture slides and further questions for group discussion.