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Decoded free pdf 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

About Phil Barden

Phil Barden is a proven marketer with over 25years experience, including senior and international rolesat high profile companies such as Unilever, Diageo and T-Mobile.Fascinated by the insights from decision science and by the valuethese can bring to marketing, he has latterly immersedhimself in this new field. He is now one of very few experts tocombine a practitioner s perspective with a profoundknowledge of decision science, making him very much in demand amongclients and conference organisers alike. In this book he bridgesthe gap between the world of marketing and decision science, takingthe reader on his fascinating journey.

Details Book

Author : Phil Barden
Publisher : John Wiley
Data Published : 01 February 2013
ISBN : 1118345606
EAN : 9781118345603
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 288 pages
Age + : 15 years
Language : English
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