Autorentext
Katie Hart is an international speaker, trainer and researcher who has been working in the field of neuromarketing for 15 years. Based in Cambridge, UK, she runs her own neuromarketing insights, training and consultancy business, Katie Hart Ltd., delivering impactful training and research to companies including Unilever, Lloyds Banking and Honda. She is the Customer Insights tutor for the Cambridge Marketing College and delivers webinars, podcasts and training on behalf of the Chartered Institute of Marketing (CIM) including the 'Neuromarketing Masterclass' which she developed on their behalf.

Klappentext

Marketers are operating in an increasingly competitive environment, so it's more important than ever to know all the tips and tricks to make your marketing succeed. Neuromarketing creates exciting opportunities to create marketing messages that really resonate with your customers and help you stand out from the crowd. This practical and accessible guide is for curious early to mid-level marketing professionals who are keen to gain a competitive edge. Utilizing insights gained from academic neuroscience, this book provides a series of areas marketers can focus on in order to improve the engagement and results achieved by their campaigns. Written by expert trainer Katie Hart, this book features research conducted over many years with real brands such as Dove, Spotler and the CIM, providing insights on what really does work that can be applied across any type of business. Covering subjects from how to improve recall and what informs the decisions we make, all the way to how marketers can utilize each of the senses in order to have the most impact, this comprehensive book will be your ultimate guide to creating powerful marketing messages. Neuromarketing will ensure you can successfully navigate changing consumer behaviour, attract and retain more customers and increase relevance for your target audience, all within one handy guide.

Inhalt

Section - ONE: Insights into the customer brain; Chapter - 01: Welcome to Neuromarketing - the benefits and opportunities; Chapter - 02: Tools of the trade; Chapter - 03: Attention; Chapter - 04: It's going to get emotional; Chapter - 05: Reasons to remember; Chapter - 06: Defying the decision-making odds; Section - TWO: Putting theory into practice; Chapter - 07: Getting to know a whole new you; Chapter - 08: Pictures really do paint 1,000 words; Chapter - 09: Colourful choices; Chapter - 10: It's only words; Chapter - 11: Sounds good to me; Chapter - 12: Touch and go; Chapter - 13: Smell and taste; Chapter - 14: Pick 'n' Mix; Chapter - 15: Putting it all together