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.

List of contents

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 collective project meetings
Supporting change to prevent stress
Part II: Key Points
PART III Improving the efficiency of the marketing action: the Neuromarketing method 06 Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method
Satisfy the customer's nose
Satisfy the customer's ears
Satisfy the customer's eyes
Satisfy the customer's skin
Enter through all doors at once

07 Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method
The only purpose of the brain is to please itself
Sex sells
The food that gives pleasure
08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method
Manage the customer's emotions
Stress to enhance the marketing performance
Make a film out of your offers to move the customer
09 Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method Increase your customer's memory
Becoming unforgettable is also remembering your customers
10 Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method
Influence the customer by increasing the leadership of the product and salesperson
Influence the customer by playing on the brain's shortcuts
11 Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method
Help the customer make the right decision
Offer customers what really suits them
12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication
Neuromarketing in businesses
Three true stories
13 Neuromarketing in application: sensory marketing in the sales outlet
The advent of the internet has rendered the transformation of physical outlets inevitable
Importance of the senses in the brain's decision to purchase
New organization of sales outlets to appeal more directly to human intelligence
Multi-sensory experience
Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets
Part III: Key Points
PART IV Perspectives for today... and tomorrow 14 Value innovation to surprise the customer's brain
Disruption for improved communication with the customer's intelligence
The value innovation approach: the 'blue ocean' strategy
The 'blue ocean' strategy in application: the example of Thomas Cook
Appear exceptional to the customer's intelligence: strategies for innovation marketing
15 Permission and desire marketing to avoid saturation and rejection by the customer's brain
Evolution in communication and saturation of the brain receptors
Permission and desire marketing
16 Interactivity to improve communication with the customer's brain
The internet: a powerful tool driving interactivity
Adapt the internet to how the customer's intelligence works
Adapt the internet policy via social networks to the evolving expectations of the consumer's brain
17 Brand policy to reassure the customer's brain
Define a policy to complete the triad of positioning-identity-brand
Implementation of the brand policy
18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience
Quality and legitimacy: an imperative for Neuromarketing
Organization of the quality-legitimacy policy
Sustainable development to leave the customer's brain with a clear conscience
Part IV: Key Points
Vision of the future
References
Index

About the author

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.

Summary

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 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.

Foreword

Assesses neuromarketing's impact on current and future marketing strategies

Product details

• Authors: Michael Badoc, Michel Badoc, Badoc Michel, Anne-Sophie Bayle-Tourtoulou, Bayle-Tourtoulou Anne-Sophie, Patrick Georges, Patrick M Georges, Patrick M. Georges
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 03.01.2015
• EAN: 9780749476144
• ISBN: 978-0-7494-7614-4
• No. of pages: 280
• Dimensions: 163 mm x 240 mm x 21 mm
• Weight: 580 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, Sales & marketing, Sales and marketing