Gespeichert in:
| Beteilige Person: | |
|---|---|
| Weitere beteiligte Personen: | |
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Hoboken, NJ
John Wiley & Sons, Inc.
2023
|
| Ausgabe: | Second edition. |
| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9781119673088/?ar |
| Zusammenfassung: | "In this ground-breaking 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. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. 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. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded 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"-- |
| Beschreibung: | Includes bibliographical references and index. - Description based on online resource; title from digital title page (viewed on October 24, 2022) |
| Umfang: | 1 Online-Ressource (xxiii, 309 pages) illustrations (some color) |
| ISBN: | 9781119673101 1119673100 9781119673149 1119673143 9781119673088 |
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| 100 | 1 | |a Barden, Phil |d 1959- |e VerfasserIn |4 aut | |
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| discipline | Wirtschaftswissenschaften |
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| spelling | Barden, Phil 1959- VerfasserIn aut Decoded the science behind why we buy Phil Barden ; foreword by Rory Sutherland Science behind why we buy Second edition. Hoboken, NJ John Wiley & Sons, Inc. 2023 ©2023 1 Online-Ressource (xxiii, 309 pages) illustrations (some color) Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes bibliographical references and index. - Description based on online resource; title from digital title page (viewed on October 24, 2022) "In this ground-breaking 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. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. 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. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded 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"-- Consumer behavior Marketing Psychological aspects Consommateurs ; Comportement Marketing ; Aspect psychologique Marketing ; Psychological aspects Sutherland, Rory 1965- MitwirkendeR ctb 9781119673088 Erscheint auch als Druck-Ausgabe 9781119673088 |
| spellingShingle | Barden, Phil 1959- Decoded the science behind why we buy Consumer behavior Marketing Psychological aspects Consommateurs ; Comportement Marketing ; Aspect psychologique Marketing ; Psychological aspects |
| title | Decoded the science behind why we buy |
| title_alt | Science behind why we buy |
| title_auth | Decoded the science behind why we buy |
| title_exact_search | Decoded the science behind why we buy |
| title_full | Decoded the science behind why we buy Phil Barden ; foreword by Rory Sutherland |
| title_fullStr | Decoded the science behind why we buy Phil Barden ; foreword by Rory Sutherland |
| title_full_unstemmed | Decoded the science behind why we buy Phil Barden ; foreword by Rory Sutherland |
| title_short | Decoded |
| title_sort | decoded the science behind why we buy |
| title_sub | the science behind why we buy |
| topic | Consumer behavior Marketing Psychological aspects Consommateurs ; Comportement Marketing ; Aspect psychologique Marketing ; Psychological aspects |
| topic_facet | Consumer behavior Marketing Psychological aspects Consommateurs ; Comportement Marketing ; Aspect psychologique Marketing ; Psychological aspects |
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