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

  • 4h 16m
  • Anne-Sophie Bayle-Tourtoulou, Michel Badoc, Patrick M. Georges
  • Kogan Page
  • 2014

For a phenomenon that is less than 10 years old, neuromarketing is now recognized as an important trend in the development of marketing techniques and applications.

Providing a focused and in-depth examination of marketing research that studies consumers' sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing in Action shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool.

The authors showcase the latest thinking on brain function and intelligence, and the subconscious influences on consumer behavior, referencing global brands such as Chanel, Lacoste, Amazon and Nike. In addition, they examine the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience - both in terms of current marketing activity (selling methods, sensory marketing, product modification) and potential future developments (value innovation, sensory brands, increased interaction with social networks and permission marketing).

About the Authors

Patrick M. Georges is a professor in management, teaching at some of Europe's leading business schools, including HEC Paris, Collège des Ingénieurs and The University of Brussels. He was previously the head of the neurosurgery department at the University Medical Center Vesale in Belgium. He is also the author of Six Figure Management Method (Kogan Page).

Professor Anne-Sophie Bayle-Tourtoulou has taught marketing across several programs of the HEC Group for many years, with a focus on the retail sector. She has worked on various projects in this sector, including product ranges, retailers' own brands, pricing and promotional policies.

Professor Michel Badoc has taught marketing for many years, mostly at the institutions within the HEC Group, but also at schools such as the CESB and ENASS. In addition, he develops appraisal and consultancy activities for companies in Europe and North America.

In this Book

  • Marketing and its Limitations in Understanding Human Intelligence
  • Neuroscience as a Way to Discover the Secrets of Human Intelligence
  • Neuromarketing in Question
  • Selling the Recommendations of the Marketing Plan to the Brain of Managers
  • Increasing the Efficiency of Marketers' Intelligence
  • Be Irresistible: Satisfy the Customer's Senses – Stage 1 of the Neuromarketing Method
  • Be Remarkable: Please the Customer's Brain – Stage 2 of the Neuromarketing Method
  • Be Moving: Satisfy Customers through their Emotions to Gain their Loyalty and Ensure they Move up the Range – Stage 3 of the Neuromarketing Method
  • Be Unforgettable: Satisfy the Customer's Memory – Stage 4 of the Neuromarketing Method
  • Be Beyond Suspicion: Satisfy the Customer's Subconscious – Stage 5 of the Neuromarketing Method
  • Be Irreproachable: Satisfy the Customer's Conscience – Stage 6 of the Neuromarketing Method
  • Neuromarketing in Application: from Cognitive Optimization of Product Conception and Display to Sales and Communication
  • Neuromarketing in Application: Sensory Marketing in the Sales Outlet
  • Value Innovation to Surprise the Customer's Brain
  • Permission and Desire Marketing to Avoid Saturation and Rejection by the Customer's Brain
  • Interactivity to Improve Communication with the Customer's Brain
  • Brand Policy to Reassure the Customer's Brain
  • Quality to Enhance Loyalty, and Legitimacy to Leave the Customer's Brain with a Clear Conscience