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
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