Life Sciences books

Anyone involved in sales faces huge challenges these days, from fierce global competition and increased pressure on margins to the power of internet-savvy buyers and difficulties with getting time with prospective buyers. To succeed in sales, something more than the traditional techniques is needed. Neuro-Sell presents an effective, brain-based approach to selling that is sensitive to what's going on in the customer's mind.Neuro-Sell helps readers understand the importance of the unconscious and get below the surface of what people say to recognise what they really mean. Packed with examples, quizzes, templates and interactive exercises, it develops readers' skills in building sales relationships with the four main types of buyer and outlines the five stages of neuro-negotiating that will help give readers the competitive edge.

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. About Patrick Georges Professor Patrick Georges is a neurosurgeon with a passion for improving management and business organization through the development of the concept of organizational intelligence. He is the author of several works, including The Six-Figure Manager (published by Kogan Page). About Anne-Sophie Bayle-Tourtoulou 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. About Michel Badoc Professor Michel Badoc has taught marketing for many years, mostly at the institutions within the HEC Group, but also schools such as the CESB and ENASS. He also develops appraisal and consultancy activities for companies in Europe and North America. Table of contents Chapter - 00: Introduction; Section - ONE: Neuromarketing or the art of selling to the brain; Chapter - 01: Marketing and its limitations in understanding human intelligence; Chapter - 02: Neuroscience as a way to discover the secrets of human intelligence; Chapter - 03: Neuromarketing in question; Section - TWO: Selling the marketing and organization strategy to the brains of managers and employees; Chapter - 04: Selling the recommendations of the marketing plan to the brain of managers; Chapter - 05: Increasing the efficiency of marketers’ intelligence; Section - THREE: Improving the efficiency of the marketing action: the Neuromarketing method; Chapter - 06: Be irresistible: satisfy the customer’s senses – Stage 1 of the Neuromarketing method; Chapter - 07: Be remarkable: please the customer’s brain – Stage 2 of the Neuromarketing method; Chapter - 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; Chapter - 09: Be unforgettable: satisfy the customer’s memory – Stage 4 of the Neuromarketing method; Chapter - 10: Be beyond suspicion: satisfy the customer’s subconscious – Stage 5 of the Neuromarketing method; Chapter - 11: Be irreproachable: satisfy the customer’s conscience – Stage 6 of the Neuromarketing method; Chapter - 12: Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication; Chapter - 13: Neuromarketing in application: sensory marketing in the sales outlet; Section - FOUR: Perspectives for today... and tomorrow; Chapter - 14: Value innovation to surprise the customer’s brain; Chapter - 15: Permission and desire marketing to avoid saturation and rejection by the customer’s brain; Chapter - 16: Interactivity to improve communication with the customer’s brain; Chapter - 17: Brand policy to reassure the customer’s brain; Chapter - 18: Quality to enhance loyalty, and legitimacy to leave the customer’s brain with a clear conscience

Many coaching tools and techniques are now fairly well established, but how do they actually work? Answer this questions and start delivering greater value to clients. Based on over twelve years of research, this book provides a clear explanation of the aspects of neuroscience that are relevant to coaching so you can describe to clients from a neuroscientific perspective why particular techniques and methods work and the benefits to them.This fully updated 2nd edition of Neuroscience for Coaches includes new interviews with Marshall Goldsmith, Susan Grandfield, Christian van Nieuwerburgh and Kim Morgan, along with new material on oxytocin, goals and mindfulness. It covers the latest neuroscientific research and, crucially, the ways in which coaches can use this information effectively and practically in their everyday work. Neuroscience for Coaches is a vital resource for keeping up to date with recent scientific developments, tools and techniques in coaching.

Many coaching tools and techniques are now well established, but how do they actually work? The third edition of Neuroscience for Coaches answers this question to help coaches and managers deliver greater value to clients and employees. Based on extensive research, Neuroscience for Coaches provides a clear explanation of the aspects of neuroscience that are relevant to coaching so coaches can describe to clients why particular techniques work and the benefits to be gained from using them. It also features interviews with Marshall Goldsmith, Susan Grandfield, Christian van Nieuwerburgh and Kim Morgan on topics including mindfulness and behaviour change in coaching. This fully updated third edition covers the latest neuroscientific research on key brain areas and their functions, such as the Prefrontal cortex and Amygdala which affect attention, processing and emotional regulation. With tips and insights throughout, it crucially demonstrates the ways in which coaches and managers who coach can use this information effectively and practically in their everyday work. Neuroscience for Coaches is a vital resource for improving coaching practice with the latest scientific developments, tools and techniques. Table of contents Chapter - 00: Introduction; Section - ONE: Brain areas; Chapter - 01: Prefrontal Cortex; Chapter - 02: Basal Ganglia; Chapter - 03: Striatum; Chapter - 04: Insular Cortex; Chapter - 05: Amygdala; Chapter - 06: Anterior Cingulate Cortex; Chapter - 07: Hypothalamus; Chapter - 08: Hippocampus; Chapter - 09: Cerebellum; Section - TWO: Brain chemicals; Chapter - 10: Cortisol; Chapter - 11: Dopamine; Chapter - 12: Oxytocin; Chapter - 13: Serotonin; Chapter - 14: Noradrenaline; Chapter - 15: GABA & Glutamate; Section - THREE: Foundational brain concepts; Chapter - 16: Neurons & Synapses; Chapter - 17: Neuroplasticity; Chapter - 18: Threat / Reward response; Chapter - 19: Neuroimaging; Chapter - 20: Working memory; Chapter - 21: HPA Axis; Chapter - 22: Mirror neurons; Section - FOUR: Brain networks; Chapter - 23: Brain networks; Section - FIVE: The quantum brain; Chapter - 24: The quantum brain; Section - SIX: Neuroscience of classic Coaching areas; Chapter - 25: Self control / willpower; Chapter - 26: Optimism; Chapter - 27: Mindfulness; Chapter - 28: Expectations; Chapter - 29: Beliefs; Chapter - 30: The Foundational Four - Safe Space, Listening, Questioning, Reflecting; Chapter - 31: Flow; Chapter - 32: Motivation; Chapter - 33: Decision-making; Chapter - 34: Goals; Chapter - 35: Habits; Section - SEVEN: Neuroscience of not so classic Coaching areas; Chapter - 36: Choice Architecture; Chapter - 37: False Memory; Chapter - 38: Trust; Chapter - 39: Fairness; Chapter - 40: Loneliness; Chapter - 41: Conclusion About Amy Brann Amy Brann is an author, consultant and global speaker. She is the founder of Synaptic Potential, through which she works with companies including Warner Brothers, EY, Twinings, the NHS and Mondelez International to help them better understand their teams, clients and organizations as a whole. Based in Warwick, UK, she is also the author of Make Your Brain Work, published by Kogan Page.