Decoded : the science behind why we buy
Phil Barden.
Hoboken, NJ : Wiley, 2023. ©2023
"In this ground-breaking 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. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. 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. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded offers a pragmatic framework and guidelines for day to day marketing practice on how to employ this knowledge for more effective brand management from strategy to implementation and NPD"--
Physical items: 1, Online items: 0
Availability
Online Resources
At the libraryRequest via Interlibrary Loan
Location | Call number | Status |
---|---|---|
Course Reserve (3/F Special Collection) | 658.8342 BAR 2023 | Available |
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barcode, location, bookplate, id LOCATION | callnoa callnob | -- |
Bibliographic Information
- Format:
- Book
- Subject:
- Consumer behavior.
- Marketing > Psychological aspects.
- Language:
- English
- ISBN:
- 9781119673088
- Course:
- BUS503
Applications of Psychology to Marketing - Note:
- Includes index.
- Includes recommended readings.
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