In this groundbreaking book Phil Barden reveals what decision science explains about peoples 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 neuroeconomics explain why we buy what we buy Offers a pragmatic framework and guidelines for daytoday 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 Kahnemans Nobel Prizewinning work to marketing and advertising Packed with case studies, this is a mustread 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, Ogilvy One London and Vice Chairman, Ogilvy Group UK Full colour throughout
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