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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118518588
· 쪽수 : 416쪽
· 출판일 : 2013-08-06
목차
Introduction 1
Part I: The Brave New World of Neuromarketing 5
Chapter 1: What Neuromarketing Is and Isn’t 7
Chapter 2: What We Know Now That We Didn’t Know Then 21
Chapter 3: Putting Neuromarketing to Work 37
Chapter 4: Why Neuromarketing Matters 59
Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer 71
Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior 73
Chapter 6: The Central Role of Emotions in Consumer Responses 93
Chapter 7: New Understandings of Consumer Goals and Motivation 105
Chapter 8: Why We Buy the Things We Buy 119
Part III: Neuromarketing in Action 137
Chapter 9: Brands on the Brain 139
Chapter 10: Creating Products and Packages That Please Consumers’ Brains 157
Chapter 11: Advertising Effectiveness 175
Chapter 12: The Shopping Brain and In-Store Marketing 191
Chapter 13: When Consumers’ Brains Go Online 203
Chapter 14: Entertainment Effectiveness 219
Part IV: Measuring Consumer Response with Neuromarketing 235
Chapter 15: Traditional Approaches: Why Not Just Ask People? 237
Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain 249
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers 269
Chapter 18: Picking the Right Approach for Your Research Needs 285
Part V: Living with Neuromarketing: Practical and Ethical Considerations 297
Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures 299
Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies 317
Chapter 21: Picking the Right Neuromarketing Partner 327
Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications 343
Part VI: The Part of Tens 359
Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing 371
Index 379
