Neuromarketing : understanding the "buy button" in your customer's brain
Patrick Renvoisé and Christophe Morin
| Year of publication: |
c2007 ; Rev. and updated
|
|---|---|
| Authors: | Renvoisé, Patrick ; Morin, Christophe |
| Publisher: |
Nashville, Tenn. [u.a.] : Nelson |
| Subject: | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Marketing | Hirnforschung |
| Description of contents: | Table of Contents [gbv.de] ; Description [loc.gov] |
| Extent: | XII, 243 S. Ill., graph. Darst. 24 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | Rev. ed. of the English ed. with title: Neuromarketing. 2002-2005. - An earlier English ed. also published with title: Selling to the old brain. 2002-2003 Three brains, one decision-maker -- The only six stimuli that speak to the old brain -- The methodology: four steps to success -- Step 1: diagnose the pain -- Step 2: differentiate your claims -- Step 3: demonstrate the gain -- Step 4: deliver to the old brain -- The first message building block: grabbers -- Message building block #2: big picture -- Message building block #3: claims -- Message building block #4: proofs of gain -- Message building block #5: handling objections -- Message building block #6: the close -- The first impact booster: wording with you -- Impact booster #2: your credibility -- Impact booster #3: contrast -- Impact booster #4: emotion -- Impact booster #5: learning styles -- Impact booster #6: stories -- Impact booster #7: less is more -- Marketing is dead, long live neuromarketing -- Handbook: selling to the old brain 101 -- Brainpower: quick review of concepts |
| ISBN: | 978-0-7852-2680-2 ; 978-1-59555-135-1 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003507461