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Informationen zum Autor Patrick M. Georges is a professor in management. He teaches at some of Europe's leading business schools including HEC Paris, Collège des Ingénieurs and The University of Brussels. He is a serial entrepreneur and has been successfully created and sold several businesses. Patrick M. Georges is the creator of the Management Cockpit, the most widely-used performance management and decision support system globally, and used in SAP software. Professor Georges is the author of several previous books such as Increase your Effectiveness and The Management Cockpit: Essential Scoreboards . As a medical doctor and brain surgeon, he is also the former head of the neurosurgery department at the University Medical Center Vesale in Belgium. 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 schools such as the CESB and ENASS. He also develops appraisal and consultancy activities for companies in Europe and North America. Klappentext 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.Assesses neuromarketing's impact on current and future marketing strategies Zusammenfassung Learn how neuromarketing is playing an increasingly important role in current and future marketing strategies. Inhaltsverzeichnis Acknowledgements Introduction PART I Neuromarketing or the art of selling to the brain 01 Marketing and its limitations in understanding human intelligence The concepts of marketing and Neuromarketing Marketing limitations and the contribution of neuroscience: the path of Neuromarketing 02 Neuroscience as a way to discover the secrets of human intelligence Studies and tools inspired by neuroscience Basic knowledge to access the secrets of intelligence The brain's primary behaviour and its influence on decision making 03 Neuromarketing in question Neuromarketing and issues raised Are there techniques behind these recommendations? Is Neuromarketing ethical? How can Neuromarketing be beneficial to marketing? Neuromarketing applications to the marketing approach Part I: Key Points PART II Selling the marketing and organization strategy to the brain of managers and employees 04 Selling the recommendations of the marketing plan to the brain of managers Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' Sell to the brain of the executive committee 05 Increasing the efficiency of marketers' intelligence Neuroscience to increase the efficiency of marketing managers and employees Using neuroscience to improve the efficiency of collect...
