Book description
In this groundbreaking 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. 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 neuro-economics explain why we buy what we buy
- 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.
- The first book to apply Daniel Kahneman's Nobel Prize-winning work
to marketing and advertising
- Packed with case studies, this is a must-read 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, OgilvyOne London and Vice-Chairman,Ogilvy Group UK
- Full colour throughout
Phil Barden is a proven marketer with over 25 years'
experience, including senior and international roles at high profile
companies such as Unilever, Diageo and T-Mobile. Fascinated by the
insights from decision science and by the value these can bring to
marketing, he has latterly immersed himself in this new field. He is
now one of very few experts to combine a practitioner's perspective
with a profound knowledge of decision science, making him very much in
demand among clients and conference organisers alike. In this book he
bridges the gap between the world of marketing and decision science,
taking the reader on his fascinating journey.
