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Neuromarketing For Dummies - Stephen J. Genco
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Stephen J. Genco:

Neuromarketing For Dummies - new book

ISBN: 9781118518977

Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and medi… More...

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Neuromarketing For Dummies - Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl
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Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl:

Neuromarketing For Dummies (Monthly rent. Yearly subscription.)

ISBN: 9781118518977

For Dummies Marketing neuromarketing; consumers; conduct; research; brain science; researchers; field; crossdisciplinary; brain; study; latest insights; answers; question; new; ageold ,97… More...

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Neuromarketing For Dummies - Stephen Genco/ Andrew Pohlmann/ Peter Steidl
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Stephen Genco/ Andrew Pohlmann/ Peter Steidl:
Neuromarketing For Dummies - new book

ISBN: 9781118518977

Neuromarketing For Dummies: ab 16.99 € eBooks > Wirtschaft John Wiley & Sons eBook als epub, John Wiley & Sons

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Neuromarketing For Dummies - Stephen Genco; Andrew Pohlmann; Peter Steidl
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Stephen Genco; Andrew Pohlmann; Peter Steidl:
Neuromarketing For Dummies - First edition

2013, ISBN: 9781118518977

eBooks, eBook Download (EPUB,PDF), 1. Auflage, [PU: John Wiley & Sons], John Wiley & Sons, 2013

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Neuromarketing For Dummies - Stephen Genco/ Andrew Pohlmann/ Peter Steidl
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Stephen Genco/ Andrew Pohlmann/ Peter Steidl:
Neuromarketing For Dummies - new book

ISBN: 9781118518977

Neuromarketing For Dummies: ab 15.99 € eBooks > Wirtschaft John Wiley & Sons, John Wiley & Sons

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Neuromarketing For Dummies
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1118518977

Details of the book - Neuromarketing For Dummies


EAN (ISBN-13): 9781118518977
ISBN (ISBN-10): 1118518977
Publishing year: 2013
Publisher: John Wiley & Sons
408 Pages
Language: eng/Englisch

Book in our database since 2012-10-15T12:28:56-04:00 (New York)
Detail page last modified on 2024-01-22T09:44:03-05:00 (New York)
ISBN/EAN: 1118518977

ISBN - alternate spelling:
1-118-51897-7, 978-1-118-51897-7
Alternate spelling and related search-keywords:
Book author: pohlmann, pöhlmann, steidl, pohl peter, andrew
Book title: neuromarketing, neuro dummies

Information from Publisher

Author: Stephen Genco; Andrew Pohlmann; Peter Steidl
Title: Neuromarketing For Dummies
Publisher: For Dummies; John Wiley & Sons
408 Pages
Publishing year: 2013-07-18
Language: English
15,99 € (DE)
Not available (reason unspecified)

EA; E101; E-Book; Nonbooks, PBS / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Business & Management; Strategic Marketing; Strategisches Marketing; Wirtschaft u. Management; Strategisches Marketing; BC

Introduction 1 Part I: The Brave New World of Neuromarketing 5 Chapter 1: What Neuromarketing Is and Isn't 7 Chapter 2: What We Know Now That We Didn't Know Then21 Chapter 3: Putting Neuromarketing to Work 37 Chapter 4: Why Neuromarketing Matters 59 Part II: The Essence of Neuromarketing: The Nonconscious Mindof the Consumer 71 Chapter 5: The Intuitive Consumer: Nonconscious ProcessesUnderlying Consumer Behavior 73 Chapter 6: The Central Role of Emotions in Consumer Responses93 Chapter 7: New Understandings of Consumer Goals and Motivation105 Chapter 8: Why We Buy the Things We Buy 119 Part III: Neuromarketing in Action 137 Chapter 9: Brands on the Brain 139 Chapter 10: Creating Products and Packages That PleaseConsumers' Brains 157 Chapter 11: Advertising Effectiveness 175 Chapter 12: The Shopping Brain and In-Store Marketing 191 Chapter 13: When Consumers' Brains Go Online 203 Chapter 14: Entertainment Effectiveness 219 Part IV: Measuring Consumer Response with Neuromarketing235 Chapter 15: Traditional Approaches: Why Not Just Ask People?237 Chapter 16: Neuromarketing Measures: Listening to Signals fromthe Body and the Brain 249 Chapter 17: Neuromarketing on a Budget: Inexpensive Ways toLearn from Your Customers 269 Chapter 18: Picking the Right Approach for Your Research Needs285 Part V: Living with Neuromarketing: Practical and EthicalConsiderations 297 Chapter 19: Five Things You Need to Know about NeuromarketingStudies and Measures 299 Chapter 20: A Pre-Flight Checklist for Successful NeuromarketingStudies 317 Chapter 21: Picking the Right Neuromarketing Partner 327 Chapter 22: Neuromarketing Ethics, Standards, and Public PolicyImplications 343 Part VI: The Part of Tens 359 Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361 Chapter 24: Ten Scientific Pillars Underlying Neuromarketing371 Index 379
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