ISBN:
9781119673101
,
1119673100
,
9781119673149
,
1119673143
,
9781119673088
Language:
English
Pages:
1 online resource (xxiii, 309 pages)
,
illustrations (some color)
Edition:
Second edition.
Parallel Title:
Erscheint auch als
DDC:
658.8/342
Keywords:
Consumer behavior
;
Marketing Psychological aspects
;
Consumer behavior
;
Marketing ; Psychological aspects
;
Electronic books
Abstract:
"In this ground-breaking 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. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. 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. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded 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"--
Note:
Includes bibliographical references and index. - Description based on online resource; title from digital title page (viewed on October 24, 2022)
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