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DecodedThe Science Behind Why We Buy
Format: Hardback
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In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing.
He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And 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 and credibility.
- Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy
- Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management - from strategy to implementation and NPD.
- The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and 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 and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK
- Full colour throughout
Genre: Business & Economics, Advertising & Promotion
Format: Hardback
Published: 2013
Pages: 288
Publisher: John Wiley & Sons
ISBN: 9781118345603
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Condition Descriptions
Our conditions mean the following:
- New - a brand new book
- Almost New - appears new but is actually secondhand.
- Very Good - only minor imperfections such as minor scuffs to edge or cover or a price written in pencil or shop sticker.
- Standard Secondhand - Clearly been read before, but not too bad. We do not recommend these for gifting. Spines usually creased. Could also include creases or folds to cover, some writing such as in the cover or elsewhere, underlining or highlighting, but might not do. Possibly some stains or marks. Similar in general to books in any secondhand shop or charity shop.
- Poor Condition - Usually this will have a specific problem such as writing inside, water damage, missing dust jacket, heavy staining, large creases or cuts. These are readable copies but not nice ones. On other websites this condition is called 'Acceptable' or 'Fair' , but we want to be more honest.
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