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Reseña del editor
From the book's Preface: Consumers are reinventing their world. On one hand they are adjusting their expectations and purchasing behavior in light of the new economic circumstances. They are also reinventing the way they socialize, communicate, gather information, make purchases and entertain themselves and others. These changes are facilitated by technology but driven by consumers. It follows that we need a much deeper understanding of how the consumer thinks and makes decisions. We can see their behavior change - but why is it changing? Why are certain choices made? Why are some brands successful while others fail? What is driving their purchases? Why are they receptive to some communications and not to others? Most importantly, armed with this understanding, how can we improve the effectiveness of marketing communications efforts? Progress in neuroscience has delivered insights into how the mind works. We now know what is driving the consumer's purchases. We understand habitual buying and categorization. We know why brand communication has to be 'on code' to deliver the desired impact. These and more topics are covered in this book. Importantly, this book provides a readable overview of neurobranding. It is written for the marketing practitioner and avoids medical terminology. I believe this is the most advanced book on neurobranding available today. Nick Waters CEO, Asia Pacific, Aegis Media Singapore, July 2012
Biografía del autor
Dr. Peter Steidl has lived in Austria, Germany, the United Kingdom and Australia and has carried out assignments in 20 countries on five continents. His clients include a number of Fortune Global 100 corporations, start-up companies, professional services firms, federal and state government agencies and not-for-profit organizations. Peter has an MBA and PhD from Vienna University and has served on the permanent staff of Vienna and Adelaide University, taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth. He is Chairman of Aegis Media's Asia-Pacific Neuromarketing Council, supporting the development of a neuromarketing practice across the region. He has been a temporary advisor to the World Health Organization, has represented Australia at the European Center for Social Science Research and Documentation, and served as Honorary Austrian Consul for South Australia and the Northern Territory and on government boards and committees, as well as on the boards of not-for-profit organizations. Peter is a prolific writer. His most recent books include: Waking the Giant. Revitalizing the Mature Brand, Wiley 2009; Survive, Exploit, Disrupt. Action Guidelines for Marketing in a Recession, Wiley 2009; and Creating Brand Meaning: How to Use Brand Vision Archetypes, 2nd edition, CreativeSpace, 2012. Peter can be contacted on Linkedin or via email on peter@petersteidl.com
"Sobre este título" puede pertenecer a otra edición de este libro.
- EditorialCreatespace Independent Pub
- Año de publicación2012
- ISBN 10 1475193114
- ISBN 13 9781475193114
- EncuadernaciónTapa blanda
- Número de páginas184
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