Neuromarketing in Action: How to Talk and Sell to the Brain

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.

Author: Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou, Michel Badoc
Publisher: Kogan Page
Published: 01/27/2015
Pages: 280
Binding Type: Hardcover
Weight: 1.26lbs
Size: 9.21h x 6.14w x 0.69d
ISBN: 9780749476144

About the Author
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.