Neuromarketing in Action: How to Talk and Sell to the Brain Contributor(s): Georges, Patrick M. (Author), Bayle-Tourtoulou, Anne-Sophie (Author), Badoc, Michel (Author) |
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ISBN: 0749469277 ISBN-13: 9780749469276 Publisher: Kogan Page OUR PRICE: $33.24 Product Type: Paperback - Other Formats Published: December 2013 |
Additional Information |
BISAC Categories: - Science | Life Sciences - Neuroscience - Business & Economics | Marketing - General - Business & Economics | Industries - Retailing |
Dewey: 658.8 |
Physical Information: 0.62" H x 6.33" W x 9.18" (0.91 lbs) 280 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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. |
Contributor Bio(s): Georges, Patrick M.: - Patrick M. Georges is a professor in management. He teaches at some of Europe's leading business schools including HEC Paris, College des Ingenieurs and The University of Brussels. He is a serial entrepreneur and has been successfully created and sold several businesses. He 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.Badoc, Michel: - 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. |