ABSTRACT

The founder and CEO of the world’s leading neuromarketing research firm explains how to build stronger brands and attract customer loyalty through the cutting-edge science of consumer brain scan research.

New discoveries in neuroscience are revolutionizing twenty-first-century life, and marketing is no exception. These insights into the human brain promise to reshape the way companies, brands, and products get noticed, get liked, and get bought. So how do you put these groundbreaking findings into practice at your company and gain the advantage over your competitors?

The Buying Brain gives you a one-stop playbook for understanding and applying the latest research using findings from sophisticated neuromarketing techniques. Covering everything from product development to packaging to point-of-sale marketing, this is the only guide you need to access today’s newest business frontier: the human brain.

Incorporating data derived from electro-encephalographic (EEG) brainwave studies, eye tracking, and cutting-edge, proprietary findings, The Buying Brain enables you to:

  1. understand and employ neuromarketing techniques, terms, and technologies to build your brand and your business;
  2. reach consumers’ minds at the preconscious, precognitive level, where responses are unbiased and unfiltered;
  3. engage the unique aspects of male and female brains;
  4. effectively advertise and promote products at all points in the consumer journey.

Neuroscience is taking marketing to a new level, pointing to a future where companies that properly neuromarket will reach and serve their customers more effectively than companies that don’t. Bring your marketing strategy and practice into the age of neuroscience with The Buying Brain, and start putting this powerful body of knowledge to work for you today.

L’AUTORE

A. K. Pradeep is the world’s leading neuromarketing researcher, pioneering the application of neuroscience in marketing, advertising, and messaging. He received the Advertising Research Foundation’s “Great Mind” Innovation Award in 2009.

He is the founder and CEO of NeuroFocus, Inc., and works with many of the world’s leading companies, including CBS, Microsoft, Google, PayPal, Citibank, BlueCross BlueShield, Scottrade, and more.

Dr. Pradeep holds many U.S. and international patents and has been published in numerous scientific journals.

INFO

Editore: John Wiley & Sons
Data di uscita: 22 luglio 2010
Lingua: Inglese
Pagine: 252

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