MatthewWillcox Business of Choice, The

ISBN 13: 9780134053455

Business of Choice, The

4,13 valoración promedio
( 15 valoraciones por Goodreads )
 
9780134053455: Business of Choice, The
Críticas:

"The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the remotest curiosity about the human condition." -Alan Jope, President, Personal Care, Unilever "Understanding how it is that human beings make choices-the complexity of inputs, the evolutionary success factors, and the cognitive processes-makes for fascinating subject matter. Matthew's experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool." -Jennifer Sey, Global CMO, Levi's, and author of Chalked Up "How we human beings make decisions is complex and fascinating, and nobody brings it to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that's everyone in business." -Matt Williams, CEO, The Martin Agency "Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics-and vice-versa-and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read." -Adam Alter, Associate Professor of Marketing, NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave "The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and the chances are you will be tapping into something truly fundamental for your brand." -James Hallatt, Global Head Oral Health Category, GSK Consumer Healthcare "There are many great reasons to choose this book, all of which you'll understand better by the time you get to the end of it." -Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint

Reseña del editor:

Discover how humans really make decisions - and use that knowledge to shape the behaviors and purchasing decisions you want! Whether your objective is to grow a brand or promote healthy behaviors, you need a deep understanding of how humans intuitively make choices using cognitive mechanisms that have evolved over millions of years. Fortunately, dramatic recent advances in neuroscience, evolutionary biology, and the behavioral and social sciences are revolutionizing the way we understand human decision-making. The Business of Choice doesn't just reveal what's been learned: it shows how to use these insights to make your brand or behavior the most instinctive, intuitive, and easiest choice. Matthew Willcox, founder and executive director of Draft FCB's pioneering Institute of Decision Making, shows you: * How choice has shaped the human species, leading to choices that often seem strange and irrational * How marketers can leverage the same evolutionary factors that have made humans so successful * What we copy from others, and what we don't copy: the power and limitations of "social" * The huge cognitive biases associated with planning the future and remembering the past * How to make decisions easy for consumers: building cognitive fluency, creating reference points, architecting information, and managing choice * Convincing customers to feel intuitively good about the choices they've made - so they'll return for more The Business of Choice will be an invaluable resource for all sales and marketing executives, strategists, agency professionals, and everyone in MBA-level marketing classes or programs.

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Matthew Willcox, Matthew Willcox
ISBN 10: 0134053451 ISBN 13: 9780134053455
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Descripción Pearson Education (US), United States, 2015. Hardback. Estado de conservación: New. 231 x 160 mm. Language: English . Brand New Book. Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice * Discover powerful new ways to simplify and guide consumer decisions * Gain actionable insights into social influence, how people plan, and how they interpret the past * Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB s Institute of Decision Making.Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!. Nº de ref. de la librería AAK9780134053455

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Descripción Pearson Education (US), United States, 2015. Hardback. Estado de conservación: New. 231 x 160 mm. Language: English . Brand New Book. Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice * Discover powerful new ways to simplify and guide consumer decisions * Gain actionable insights into social influence, how people plan, and how they interpret the past * Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB s Institute of Decision Making.Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!. Nº de ref. de la librería AAK9780134053455

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Descripción Pearson Education (US), United States, 2015. Hardback. Estado de conservación: New. 231 x 160 mm. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice * Discover powerful new ways to simplify and guide consumer decisions * Gain actionable insights into social influence, how people plan, and how they interpret the past * Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB s Institute of Decision Making.Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!. Nº de ref. de la librería BZV9780134053455

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Matthew Willcox
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