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The Resource Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet

Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet

Label
Unconscious branding : how neuroscience can empower (and inspire) marketing
Title
Unconscious branding
Title remainder
how neuroscience can empower (and inspire) marketing
Statement of responsibility
Douglas Van Praet
Creator
Subject
Genre
Language
eng
Summary
"For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"--
Summary
"For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as wellas their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"--
Writing style
Assigning source
Provided by publisher
http://library.link/vocab/ext/novelist/bookUI
10158098
Cataloging source
DLC
http://library.link/vocab/creatorName
Van Praet, Douglas
Dewey number
658.8/342
Index
index present
LC call number
HF5415.32
LC item number
.V36 2012
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/resourcePreferred
True
http://library.link/vocab/subjectName
  • Consumer behavior
  • Marketing
  • BUSINESS & ECONOMICS / Marketing / General
  • BUSINESS & ECONOMICS / Marketing / Research
Target audience
adult
http://bibfra.me/vocab/lite/titleRemainder
how neuroscience can empower (and inspire) marketing
Label
Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
Link
http://www.netread.com/jcusers2/bk1388/791/9780230341791/image/lgcover.9780230341791.jpg
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Control code
2012014890
Dimensions
24 cm.
Edition
1st ed.
Extent
xiv, 274 p.
Isbn
9780230341791
Lccn
2012014890
Label
Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
Link
http://www.netread.com/jcusers2/bk1388/791/9780230341791/image/lgcover.9780230341791.jpg
Publication
Bibliography note
Includes bibliographical references and index
Control code
2012014890
Dimensions
24 cm.
Edition
1st ed.
Extent
xiv, 274 p.
Isbn
9780230341791
Lccn
2012014890

Library Locations

    • Old Quarry Branch Borrow it
      7051 Village Center Dr., Austin, TX, 78731, US
      30.3529975 -97.7551561
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