{"product_id":"neuromarketing-for-dummies-isbn-9781118518588","title":"Neuromarketing For Dummies","description":"\u003cp\u003e\u003cb\u003eLearn how to use neuromarketing and understand the science behind it \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNeuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? \u003ci\u003eNeuromarketing For Dummies\u003c\/i\u003e goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more.  Topics include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow neuromarketing works\u003c\/li\u003e \u003cli\u003eInsights from the latest neuromarketing research\u003c\/li\u003e \u003cli\u003eHow to apply neuromarketing strategies to any level of advertising or marketing, on any budget\u003c\/li\u003e \u003cli\u003ePractical techniques to help your customers develop bonds with your products and services\u003c\/li\u003e \u003cli\u003eThe ethics of neuromarketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eNeuromarketing for Dummies\u003c\/i\u003e demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Brave New World of Neuromarketing 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: What Neuromarketing Is and Isn’t 7\u003c\/p\u003e \u003cp\u003eChapter 2: What We Know Now That We Didn’t Know Then 21\u003c\/p\u003e \u003cp\u003eChapter 3: Putting Neuromarketing to Work 37\u003c\/p\u003e \u003cp\u003eChapter 4: Why Neuromarketing Matters 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior 73\u003c\/p\u003e \u003cp\u003eChapter 6: The Central Role of Emotions in Consumer Responses 93\u003c\/p\u003e \u003cp\u003eChapter 7: New Understandings of Consumer Goals and Motivation 105\u003c\/p\u003e \u003cp\u003eChapter 8: Why We Buy the Things We Buy 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Neuromarketing in Action 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 9: Brands on the Brain 139\u003c\/p\u003e \u003cp\u003eChapter 10: Creating Products and Packages That Please Consumers’ Brains 157\u003c\/p\u003e \u003cp\u003eChapter 11: Advertising Effectiveness 175\u003c\/p\u003e \u003cp\u003eChapter 12: The Shopping Brain and In-Store Marketing 191\u003c\/p\u003e \u003cp\u003eChapter 13: When Consumers’ Brains Go Online 203\u003c\/p\u003e \u003cp\u003eChapter 14: Entertainment Effectiveness 219\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Measuring Consumer Response with Neuromarketing 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 15: Traditional Approaches: Why Not Just Ask People? 237\u003c\/p\u003e \u003cp\u003eChapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain 249\u003c\/p\u003e \u003cp\u003eChapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers 269\u003c\/p\u003e \u003cp\u003eChapter 18: Picking the Right Approach for Your Research Needs 285\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Living with Neuromarketing: Practical and Ethical Considerations 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures 299\u003c\/p\u003e \u003cp\u003eChapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies 317\u003c\/p\u003e \u003cp\u003eChapter 21: Picking the Right Neuromarketing Partner 327\u003c\/p\u003e \u003cp\u003eChapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications 343\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 359\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 23: Ten Mistaken Beliefs about Neuromarketing 361\u003c\/p\u003e \u003cp\u003eChapter 24: Ten Scientific Pillars Underlying Neuromarketing 371\u003c\/p\u003e \u003cp\u003eIndex 379\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStephen J. Genco, PhD,\u003c\/b\u003e is a founder of the modern neuromarketing revolution. Andrew P. Pohlmann led the development of the world's first global neuromarketing consultancy. Peter Steidl, MBA, PhD, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations.\u003c\/p\u003e  \u003cp\u003eLearn to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eApply brain science to marketing and advertising research\u003c\/li\u003e \u003cli\u003eRecognize how consumers really think and make decisions\u003c\/li\u003e \u003cli\u003eConduct neuromarketing studies that won't break your budget\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eExpert advice to help you apply neuromarketing techniques and drive business results!\u003c\/p\u003e \u003cp\u003eNeuromarketing is a cross-disciplinary field in which researchers study consumers' brain responses to brands, products, advertising, shopping, entertainment, and more. Building on the latest insights from brain science, it helps researchers find new answers to the age-old question: Why do consumers buy? \u003ci\u003eNeuromarketing For Dummies\u003c\/i\u003e covers this fascinating and expanding field in detail, and shows you how to use neuromarketing to your advantage. \u003ci\u003eNeuromarketing For Dummies\u003c\/i\u003e demystifies the topic and offers practical ways to incorporate neuromarketing into your research and marketing plans.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eStart with Neuromarketing 101 — learn the fundamentals of neuromarketing and find out why it matters\u003c\/li\u003e \u003cli\u003eUnlock the consumer mind — explore the nonconscious processes that underlie consumer behavior, the role of emotion in consumer response, and why consumers buy what they buy\u003c\/li\u003e \u003cli\u003eCheck out neuromarketing in action — find out where neuromarketing fits in with brands, product packaging and design, advertising, in-store and online shopping, and entertainment\u003c\/li\u003e \u003cli\u003eLearn how to measure consumer responses — delve into the many ways you can measure what your consumers are thinking\u003c\/li\u003e \u003cli\u003eExplore practical concerns — understand the operational, legal, and ethical issues in neuromarketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eOpen the book and find:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe science behind neuromarketing\u003c\/li\u003e \u003cli\u003eHow emotions are connected to consumer purchasing behavior\u003c\/li\u003e \u003cli\u003eThe benefits and dangers of neuromarketing\u003c\/li\u003e \u003cli\u003eWhat motivates consumers\u003c\/li\u003e \u003cli\u003eWhy traditional market research isn't always effective\u003c\/li\u003e \u003cli\u003eA look at the inexpensive ways you can learn from your customers\u003c\/li\u003e \u003cli\u003eHow to pick the right neuromarketing partner\u003c\/li\u003e \u003cli\u003eTen mistaken beliefs about neuromarketing\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989683978469,"sku":"NP9781118518588","price":22.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118518588.jpg?v=1761785092","url":"https:\/\/k12savings.com\/products\/neuromarketing-for-dummies-isbn-9781118518588","provider":"K12savings","version":"1.0","type":"link"}