In this groundbreaking book Phil Barden reveals what decision science explains about people s purchase behaviour & specifically demonstrates its value to marketing He shares the latest research on the motivations behind consumers choices & what happens in the human brain as buyers make their decisions He deciphers the secret codes of products services & brands to explain why people buy them & finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance differentiation & credibility Shows how the latest insights from the fields of Behavioural Economics psychology & neuro-economics explain why we buy what we buy Offers a pragmatic framework & guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management
- from strategy to implementation & NPD The first book to apply Daniel Kahneman s Nobel Prize-winning work to marketing & 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 role or interest focuses on the why behind consumer behaviour Foreword by Rory Sutherland Executive Creative Director & Vice-Chairman Ogilvy One London & Vice-Chairman Ogilvy Group UK Full colour throughout