Neuromarketing in Action —— How to Talk and Sell to the Brain

----- 神经营销学在行动：如何给大脑说和销售

ISBN: 9780749469276 出版年：2013 页码：280 Georges, Patrick M Bayle-Tourtoulou, Anne-Sophie Badoc, Michel Kogan Page

Chapter - 00: Introduction Section - ONE: Neuromarketing or the art of selling to the brain Chapter - 01: Marketing and its limitations in understanding human intelligence Chapter - 02: Neuroscience as a way to discover the secrets of human intelligence Chapter - 03: Neuromarketing in question Section - TWO: Selling the marketing and organization strategy to the brains of managers and employees Chapter - 04: Selling the recommendations of the marketing plan to the brain of managers Chapter - 05: Increasing the efficiency of marketers' intelligence Section - THREE: 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 Chapter - 07: Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method 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 Chapter - 09: Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method Chapter - 10: Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method Chapter - 11: Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method Chapter - 12: Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication Chapter - 13: Neuromarketing in application: sensory marketing in the sales outlet Section - FOUR: Perspectives for today... and tomorrow Chapter - 14: Value innovation to surprise the customer's brain Chapter - 15: Permission and desire marketing to avoid saturation and rejection by the customer's brain Chapter - 16: Interactivity to improve communication with the customer's brain Chapter - 17: Brand policy to reassure the customer's brain Chapter - 18: Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience