Decoded

Decoded

The Science Behind Why We Buy

eBook - 2013
Average Rating:
Rate this:
1

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
Publisher: Chichester, West Sussex : John Wiley & Sons Ltd., [2013]
ISBN: 9781118345597
1118345592
9781118345580
1118345584
Characteristics: 1 online resource

Opinion

From the critics


Community Activity

Comment

Add a Comment

d
Dale A Youngman
Jul 11, 2016

Solid content on how we make decisions written primarily for marketers. The main premise is that we have two systems at work in every decision -- an implicit and an explicit. When these are in alignment value is highest for the consumer.

Age

Add Age Suitability

There are no ages for this title yet.

Summary

Add a Summary

There are no summaries for this title yet.

Notices

Add Notices

There are no notices for this title yet.

Quotes

Add a Quote

There are no quotes for this title yet.

Explore Further

Recommendations

Subject Headings

  Loading...

Find it at HCL

  Loading...
[]
[]
To Top