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· 제목 : Unconscious Branding : How Neuroscience Can Empower (and Inspire) Marketing (Paperback)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781137278920
· 쪽수 : 288쪽
· 출판일 : 2014-03-12
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781137278920
· 쪽수 : 288쪽
· 출판일 : 2014-03-12
목차
1. Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR 2. The Myth of Marketing 3. Humans not Consumers 4. The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE 5. Step One: Interrupt the Pattern 6. Step Two: Create Comfort 7. Step Three: Lead the Imagination 8. Step Four: Shift the Feeling 9. Step Five: Satisfy the Critical Mind 10. Step Six: Change the Associations 11. Step Seven: Take Action Sources Acknowledgements Index
