𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Decoded

✍ Scribed by Barden, Phil

Book ID
110243894
Publisher
Wiley
Year
2013
Tongue
English
Weight
8 MB
Category
Fiction

No coin nor oath required. For personal study only.

✦ Synopsis

In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing.

He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ’secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility.

  • Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy

  • Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management -...

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