Neuromarketing in action : how to talk and sell to the brain

Enhanced descriptions from Syndetics:

Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour.

Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

Table of contents provided by Syndetics

• Acknowledgements (p. x)
• Introduction (p. 1)
• Part I Neuromarketing or the art of selling to the brain (p. 7)
• 01 Marketing and its limitations in understanding human intelligence (p. 9)
• The concepts of marketing and Neuromarketing (p. 9)
• Marketing limitations and the contribution of neuroscience: the path of Neuromarketing (p. 13)
• 02 Neuroscience as a way to discover the secrets of human intelligence (p. 17)
• Studies and tools inspired by neuroscience (p. 17)
• Basic knowledge to access the secrets of intelligence (p. 27)
• The brain's primary behaviour and its influence on decision making (p. 38)
• 03 Neuromarketing in question (p. 42)
• Neuromarketing and issues raised (p. 42)
• Are there techniques behind these recommendations? (p. 44)
• Is Neuromarketing ethical? (p. 46)
• How can Neuromarketing be beneficial to marketing? (p. 47)
• Neuromarketing applications to the marketing approach (p. 51)
• Part I Key points (p. 53)
• Part II Selling the marketing and organization strategy to the brains of managers and employees (p. 55)
• 04 Selling the recommendations of the marketing plan to the brain of managers (p. 57)
• Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' (p. 58)
• Sell to the brain of the executive committee (p. 61)
• 05 Increasing the efficiency of marketers' intelligence (p. 67)
• Neuroscience to increase the efficiency of marketing managers and employees (p. 68)
• Using neuroscience to improve the efficiency of collective project meetings (p. 75)
• Supporting change to prevent stress (p. 78)
• Part II Key points (p. 86)
• Part III Improving the efficiency of the marketing action: the Neuromarketing method (p. 89)
• 06 Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method (p. 91)
• Satisfy the customer's nose (p. 92)
• Satisfy the customer's ears (p. 92)
• Satisfy the customer's eyes (p. 95)
• Satisfy the customer's skin (p. 98)
• Enter through all doors at once (p. 99)
• 07 Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method (p. 100)
• The only purpose of the brain is to please itself (p. 101)
• Sex sells (p. 102)
• The food that gives pleasure (p. 105)
• 08 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method (p. 109)
• Manage the customer's, emotions (p. 110)
• Stress to enhance the marketing performance (p. 112)
• Make a film out of your offers to move the customer (p. 115)
• 09 Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method (p. 118)
• Increase your customer's memory (p. 118)
• Becoming unforgettable is also remembering your customers (p. 122)
• 10 Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method (p. 125)
• Influence the customer by increasing the leadership of the product and salesperson (p. 126)
• Influence the customer by playing on the brain's shortcuts (p. 128)
• 11 Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method (p. 131)
• Help the customer make the right decision (p. 132)
• Offer customers what really suits them (p. 137)
• 12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication (p. 140)
• Neuromarketing in businesses (p. 141)
• Three true stories (p. 148)
• 13 Neuromarketing in application: sensory marketing in the sales outlet (p. 155)
• The advent of the internet has rendered the transformation of physical outlets inevitable (p. 155)
• Importance of the senses in the brain's decision to purchase (p. 157)
• New organization of sales outlets to appeal more directly to human intelligence (p. 158)
• Multi-sensory experience (p. 159)
• Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets (p. 164)
• Part III Key points (p. 168)
• Part IV Perspectives for today... and tomorrow (p. 171)
• 14 Value innovation to surprise the customer's brain (p. 173)
• Disruption for improved communication with the customer's intelligence (p. 174)
• The value innovation approach: the 'blue ocean' strategy (p. 179)
• The 'blue ocean' strategy in application: the example of Thomas Cook (p. 183)
• Appear exceptional to the customer's intelligence: strategies for innovation marketing (p. 186)
• 15 Permission and desire marketing to avoid saturation and rejection by the customer's brain (p. 194)
• Evolution in communication and saturation of the brain receptors (p. 195)
• Permission and desire marketing (p. 198)
• 16 Interactivity to improve communication with the customer's brain (p. 205)
• The internet: a powerful tool driving interactivity (p. 206)
• Adapt the internet to how the customer's intelligence works (p. 211)
• Adapt the internet policy via social networks to the evolving expectations of the consumer's brain (p. 216)
• 17 Brand policy to reassure the customer's brain (p. 221)
• Define a policy to complete the triad of positioning-identity-brand (p. 223)
• Implementation of the brand policy (p. 230)
• 18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience (p. 240)
• Quality and legitimacy: an imperative for Neuromarketing (p. 241)
• Organization of the quality-legitimacy policy (p. 246)
• Sustainable development to leave the customer's brain with a clear conscience (p. 249)
• Part IV Key points (p. 258)
• Vision of the future (p. 260)
• References (p. 263)
• Index (p. 267)

Reviews provided by Syndetics

CHOICE Review

Neuromarketing is the study of consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. Neuromarketers assume most mental activity is inaccessible to self-reflection; i.e., it occurs subconsciously. Hence, they measure electrical brain activity and physiological responses to infer how consumers think. Typical of similar texts (e.g., Neuromarketing: Understanding the "Buy Buttons" in Your Customer's Brain by Patrick Renvoise and Christophe Morin, 2007), this well-written, well-structured, and broadly targeted work was intellectually disappointing. Although it has three academician coauthors, its coverage of cognitive science is insubstantial. Rather than an organized compendium of the neuromarketing literature accessible to lay and professional readers, it offers a brief overview of neuromarketing (chapter 2, which cites most of the listed references), followed by miscellaneous strategies for reaching and retaining customers. Unfortunately, few if any of these strategies are revolutionary, with many relating to psychology but not neuromarketing per se (e.g., salespeople who eat slowly and in small amounts during business luncheons communicate "dominance"; sex and humor "sell"). For a more comprehensive and scholarly yet basic introduction to neuromarketing, this reviewer recommends Leon Zurawicki's Neuromarketing: Exploring the Brain of the Consumer (2010). This book is most suitable for readers with little background in psychology. Summing Up Optional. General readers and undergraduate students. M. R. Hyman New Mexico State University