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What has neuroscience got to do with branding ? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google's algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain's algorithm to make sure their brand is at the top of their customers' minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers' brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors' brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind and this book proves it ! Bron : http//www.bol.com
Branding --- Neuropsychologie --- Merkbeleid --- Merkstrategie --- Consumentenpsychologie --- Consumentengedrag
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Trend --- Trendwatching --- Management --- Arbeid (werken) --- Consumentengedrag --- Marktonderzoek
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Communicatie --- Communicatiepsychologie --- Consumentengedrag --- Consumentenpsychologie --- Branding --- Merkwaarde --- Authenticiteit
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Consumer behavior --- Distribution strategy --- Applied marketing --- Advertising. Public relations --- marketing --- sales promotion --- consumentengedrag --- adverteren --- Consumentengedrag. --- Marketing.
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Consumer behavior --- Distribution strategy --- Applied marketing --- Advertising. Public relations --- marketing --- sales promotion --- consumentengedrag --- adverteren --- Consumentengedrag. --- Marketing.
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obsolescence --- durability --- Product strategy --- waste management --- productmanagement --- consumentengedrag
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liefde --- seksualiteit --- Trends --- Trendwatching --- Emoties --- Internationalisering --- Marktonderzoek --- Consumentengedrag --- Trend --- Emotie
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Market research is a myth. Philip Graves, one of the world's leading experts in consumer behaviour, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. Consumer.ology exposes some of the most expensive examples of research-driven thinking clouding judgement, experience and evidence – from New Coke to General Motors, from Mattel to the Millennium Dome – and instances of success through ignoring market research, such as Baileys and Dr Who. It also shows organisations the tools they should be using if they want to understand their customers. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behaviour. Along the way, he reveals why the current practice of market research is a false science, why we often don't buy what we say we will, and how to understand consumers better than they do themselves. After reading Consumer.ology business leaders and politicians will never look at market research in the same way again.
Consumer behavior --- Marketing --- consumentengedrag --- marketingonderzoek --- Consumers --- Marketing research --- Research
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Marketing --- Merk --- Merkbeleid --- Merkstrategie --- Hersenen --- Economische psychologie --- Consumentenpsychologie --- Consumentengedrag
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Vrouw --- Positie van de vrouw --- Reclame --- Doelgroepenreclame --- Consumentengedrag --- Consumptiegedrag
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