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Providing a focused and in-depth examination of the field of marketing research that studies consumers sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing in Action shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Through 18 chapters, referencing many global brands such as Aston Martin, Chanel, Lacoste, Amazon, Nike, Carrefour and Dunhill, the authors showcase the latest thinking on brain function and intelligence and the subconcious influences on consumer behaviour. This book examines the ways in which marketing efficiency can be improved through the satisfaction of the customers senses, emotions, memory and conscience both in terms of current marketing activity (selling methods, sensory marketing, product modification) and potential future developments (value innovation, sensory brands, increased interaction with social networks and permission marketing). For a phenomenon that is still in its infancy, neuromarketing is now recognized as an important trend in the development of marketing techniques and applications. Neuromarketing in Action provides both a practical assessment of current thinking and a detailed review of future developments, showing how the latest marketing techniques can be validated and legitimized through the prism of the consumer brain. Table of Contents
Contents:
Part I- Neuromarketing or the art of selling to the brain
Chapter 01: Marketing and its limitations in understanding human intelligence • The concepts of marketing and Neuromarketing • Marketing limitations and the contribution of neuroscience: the path of Neuromarketing
Chapter 02: Neuroscience as a way to discover the secrets of human intelligence • Studies and tools inspired by neuroscience • Basic knowledge to access the secrets of intelligence • The brain’s primary behaviour and its influence on decision making
Chapter 03: Neuromarketing in question • Neuromarketing and issues raised • Are there techniques behind these recommendations? • Is Neuromarketing ethical? • How can Neuromarketing be beneficial to marketing? • Neuromarketing applications to the marketing approach • Part I: Key Points
Part II- Selling the marketing and organization strategy to the brain of managers and employees
Chapter 04: Selling the recommendations of the marketing plan to the brain of managers • Improve the pertinence of the marketing plan for an executive committee: the ‘marketing cockpit’ • Sell to the brain of the executive committee
Chapter 05: Increasing the efficiency of marketers’ intelligence • Neuroscience to increase the efficiency of marketing managers and employees • Using neuroscience to improve the efficiency of collective project meetings • Supporting change to prevent stress • Part II: Key Points
Part III- Improving the efficiency of the marketing action: the Neuromarketing method
Chapter 06: Be irresistible: satisfy the customer’s senses – Stage 1 of the Neuromarketing method • Satisfy the customer’s nose • Satisfy the customer’s ears • Satisfy the customer’s eyes • Satisfy the customer’s skin • Enter through all doors at once
Chapter 07: Be remarkable: please the customer’s brain – Stage 2 of the Neuromarketing method • The only purpose of the brain is to please itself • Sex sells • The food that gives pleasure
Chapter 08: Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range – Stage 3 of the Neuromarketing method • Manage the customer’s emotions • Stress to enhance the marketing performance • Make a film out of your offers to move the customer
Chapter 09: Be unforgettable: satisfy the customer’s memory – Stage 4 of the Neuromarketing method Increase your customer’s memory • Becoming unforgettable is also remembering your customers
Chapter 10: Be beyond suspicion: satisfy the customer’s subconscious – Stage 5 of the Neuromarketing method • Influence the customer by increasing the leadership of the product and salesperson • Influence the customer by playing on the brain’s shortcuts
Chapter 11: Be irreproachable: satisfy the customer’s conscience – Stage 6 of the Neuromarketing method • Help the customer make the right decision • Offer customers what really suits them
Chapter 12: Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication • Neuromarketing in businesses • Three true stories
Chapter 13: Neuromarketing in application: sensory marketing in the sales outlet • The advent of the internet has rendered the transformation of physical outlets inevitable • Importance of the senses in the brain’s decision to purchase • New organization of sales outlets to appeal more directly to human intelligence • Multi-sensory experience • Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets • Part III: Key Points
Part IV- Perspectives for today... and tomorrow
Chapter 14: Value innovation to surprise the customer’s brain • Disruption for improved communication with the customer’s intelligence • The value innovation approach: the ‘blue ocean’ strategy • The ‘blue ocean’ strategy in application: the example of Thomas Cook • Appear exceptional to the customer’s intelligence: strategies for innovation marketing
Chapter 15: Permission and desire marketing to avoid saturation and rejection by the customer’s brain • Evolution in communication and saturation of the brain receptors • Permission and desire marketing
Chapter 16: Interactivity to improve communication with the customer’s brain • The internet: a powerful tool driving interactivity • Adapt the internet to how the customer’s intelligence works • Adapt the internet policy via social networks to the evolving expectations of the consumer’s brain
Chapter 17: Brand policy to reassure the customer’s brain • Define a policy to complete the triad of positioning–identity–brand • Implementation of the brand policy
Chapter 18: Quality to enhance loyalty, and legitimacy to leave the customer’s brain with a clear conscience • Quality and legitimacy: an imperative for Neuromarketing • Organization of the quality–legitimacy policy • Sustainable development to leave the customer’s brain with a clear conscience • Part IV: Key Points
Vision of the future • References ISBN - 9780749469276
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Pages : 280
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