Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then…mehr
Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.
Patrick M. Georges is a professor in management, teaching at some of Europe's leading business schools, including HEC Paris, Collège des Ingénieurs and The University of Brussels. He was previously the head of the neurosurgery department at the University Medical Center Vesale in Belgium. He is also the author of Six Figure Management Method (Kogan Page). Professor Anne-Sophie Bayle-Tourtoulou has taught marketing across several programs of the HEC Group for many years, with a focus on the retail sector. She has worked on various projects in this sector, including product ranges, retailers' own brands, pricing and promotional policies. Professor Michel Badoc has taught marketing for many years, mostly at the institutions within the HEC Group, but also at schools such as the CESB and ENASS. In addition, he develops appraisal and consultancy activities for companies in Europe and North America.
Inhaltsangabe
Acknowledgements Introduction PART I Neuromarketing or the art of selling to the brain 01 Marketing and its limitations in understanding human intelligence The concepts of marketing and Neuromarketing Marketing limitations and the contribution of neuroscience: the path of Neuromarketing 02 Neuroscience as a way to discover the secrets of human intelligence Studies and tools inspired by neuroscience Basic knowledge to access the secrets of intelligence The brain's primary behaviour and its influence on decision making 03 Neuromarketing in question Neuromarketing and issues raised Are there techniques behind these recommendations? Is Neuromarketing ethical? How can Neuromarketing be beneficial to marketing? Neuromarketing applications to the marketing approach Part I: Key Points PART II Selling the marketing and organization strategy to the brain of managers and employees 04 Selling the recommendations of the marketing plan to the brain of managers Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' Sell to the brain of the executive committee 05 Increasing the efficiency of marketers' intelligence Neuroscience to increase the efficiency of marketing managers and employees Using neuroscience to improve the efficiency of collective project meetings Supporting change to prevent stress Part II: Key Points PART III Improving the efficiency of the marketing action: the Neuromarketing method 06 Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method Satisfy the customer's nose Satisfy the customer's ears Satisfy the customer's eyes Satisfy the customer's skin Enter through all doors at once 07 Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method The only purpose of the brain is to please itself Sex sells The food that gives pleasure 08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method Manage the customer's emotions Stress to enhance the marketing performance Make a film out of your offers to move the customer 09 Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method Increase your customer's memory Becoming unforgettable is also remembering your customers 10 Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method Influence the customer by increasing the leadership of the product and salesperson Influence the customer by playing on the brain's shortcuts 11 Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method Help the customer make the right decision Offer customers what really suits them 12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication Neuromarketing in businesses Three true stories 13 Neuromarketing in application: sensory marketing in the sales outlet The advent of the internet has rendered the transformation of physical outlets inevitable Importance of the senses in the brain's decision to purchase New organization of sales outlets to appeal more directly to human intelligence Multi-sensory experience Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets Part III: Key Points PART IV Perspectives for today... and tomorrow 14 Value innovation to surprise the customer's brain Disruption for improved communication with the customer's intelligence The value innovation approach: the 'blue ocean' strategy The 'blue ocean' strategy in application: the example of Thomas Cook Appear exceptional to the customer's intelligence: strategies for innovation marketing 15 Permission and desire marketing to avoid saturation and rejection by the customer's brain Evolution in communication and saturation of the brain receptors Permission and desire marketing 16 Interactivity to improve communication with the customer's brain The internet: a powerful tool driving interactivity Adapt the internet to how the customer's intelligence works Adapt the internet policy via social networks to the evolving expectations of the consumer's brain 17 Brand policy to reassure the customer's brain Define a policy to complete the triad of positioning-identity-brand Implementation of the brand policy 18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience Quality and legitimacy: an imperative for Neuromarketing Organization of the quality-legitimacy policy Sustainable development to leave the customer's brain with a clear conscience Part IV: Key Points Vision of the future References Index
Acknowledgements Introduction PART I Neuromarketing or the art of selling to the brain 01 Marketing and its limitations in understanding human intelligence The concepts of marketing and Neuromarketing Marketing limitations and the contribution of neuroscience: the path of Neuromarketing 02 Neuroscience as a way to discover the secrets of human intelligence Studies and tools inspired by neuroscience Basic knowledge to access the secrets of intelligence The brain's primary behaviour and its influence on decision making 03 Neuromarketing in question Neuromarketing and issues raised Are there techniques behind these recommendations? Is Neuromarketing ethical? How can Neuromarketing be beneficial to marketing? Neuromarketing applications to the marketing approach Part I: Key Points PART II Selling the marketing and organization strategy to the brain of managers and employees 04 Selling the recommendations of the marketing plan to the brain of managers Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' Sell to the brain of the executive committee 05 Increasing the efficiency of marketers' intelligence Neuroscience to increase the efficiency of marketing managers and employees Using neuroscience to improve the efficiency of collective project meetings Supporting change to prevent stress Part II: Key Points PART III Improving the efficiency of the marketing action: the Neuromarketing method 06 Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method Satisfy the customer's nose Satisfy the customer's ears Satisfy the customer's eyes Satisfy the customer's skin Enter through all doors at once 07 Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method The only purpose of the brain is to please itself Sex sells The food that gives pleasure 08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method Manage the customer's emotions Stress to enhance the marketing performance Make a film out of your offers to move the customer 09 Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method Increase your customer's memory Becoming unforgettable is also remembering your customers 10 Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method Influence the customer by increasing the leadership of the product and salesperson Influence the customer by playing on the brain's shortcuts 11 Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method Help the customer make the right decision Offer customers what really suits them 12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication Neuromarketing in businesses Three true stories 13 Neuromarketing in application: sensory marketing in the sales outlet The advent of the internet has rendered the transformation of physical outlets inevitable Importance of the senses in the brain's decision to purchase New organization of sales outlets to appeal more directly to human intelligence Multi-sensory experience Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets Part III: Key Points PART IV Perspectives for today... and tomorrow 14 Value innovation to surprise the customer's brain Disruption for improved communication with the customer's intelligence The value innovation approach: the 'blue ocean' strategy The 'blue ocean' strategy in application: the example of Thomas Cook Appear exceptional to the customer's intelligence: strategies for innovation marketing 15 Permission and desire marketing to avoid saturation and rejection by the customer's brain Evolution in communication and saturation of the brain receptors Permission and desire marketing 16 Interactivity to improve communication with the customer's brain The internet: a powerful tool driving interactivity Adapt the internet to how the customer's intelligence works Adapt the internet policy via social networks to the evolving expectations of the consumer's brain 17 Brand policy to reassure the customer's brain Define a policy to complete the triad of positioning-identity-brand Implementation of the brand policy 18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience Quality and legitimacy: an imperative for Neuromarketing Organization of the quality-legitimacy policy Sustainable development to leave the customer's brain with a clear conscience Part IV: Key Points Vision of the future References Index
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