Decoded

Beschreibung

In this groundbreaking book Phil Barden reveals what decisionscience explains about people's purchase behaviour, andspecifically demonstrates its value to marketing. He shares the latest research on the motivations behindconsumers' choices and what happens in the human brain asbuyers make their decisions. He deciphers the 'secretcodes' of products, services and brands to explain why peoplebuy them. And finally he shows how to apply this knowledge in dayto day marketing to great effect by dramatically improving keyfactors such as relevance, differentiation and credibility. * Shows how the latest insights from the fields of BehaviouralEconomics, psychology and neuro-economics explain why we buy whatwe buy * Offers a pragmatic framework and guidelines for day-to-daymarketing practice on how to employ this knowledge for moreeffective brand management - from strategy to implementation andNPD. * The first book to apply Daniel Kahneman's NobelPrize-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 roleor interest focuses on the 'why' behind consumerbehaviour. * Foreword by Rory Sutherland, Executive Creative Director andVice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy GroupUK * Full colour throughout

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Phil Barden

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Advertising Business & Management Marketing & Sales Marketing u. Vertrieb Werbung Wirtschaft Wirtschaft u. Management

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'...he sets out to build the most comprehensivebridge yet between decision science and the day-to-day business ofmarketing....'Decoded' shows understandingbehaviour is not the enemy of creativity but a springboard to it.Creatives more than anyone need to embrace it - not make itplanning or research's responsibility or assume a new videoon YouTube renders the hardwiring of our brains irrelevant.Advertising will never be a science but it's more sciencethan most working in it realise' (25th January2013, http://mumbrella.com.au) "When Phil first introduced me to this new and importantunderstanding it crystallised my fears that the long-standingapproach to marketing needed to be fundamentally re-evaluated. Inhis book, he not only persuasively and cogently argues his case butalso shows how we need to think in new ways to maximise ourmarketing efficiency and effectiveness" --Sean Gogarty, Senior Vice President, Household Care,Unilever "A perfect mixture of deep ideas from visual and decisionneuroscience, and clear pictures of why those ideas matter formarketing" --Colin Camerer, Robert Kirby Professor of BehavioralEconomics, Caltech "A must read for marketing managers who wish to deepen theirunderstanding of the vagaries of the consumer behavior. Thedifficult subject matter is presented in an accessible, logical andconcise manner. I will certainly use this book in my graduateclasses" --Leon Zurawicki. Professor of Marketing,University of Massachusetts "Marketing has, for a long time, been an uneasy tussle between artand science: Decoded gives the discipline a very healthy andeminently accessible push in the direction of the latter. Allmarketers should read it "--Philip Graves. Author of Consumer.ology
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