Unconscious branding : (Record no. 9185)

MARC details
000 -LEADER
fixed length control field 01958cam a2200205 i 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9781137278920
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9780230341791 (hardback)
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Transcribing agency DLC
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8/342
100 1# - MAIN ENTRY--AUTHOR NAME
Personal name Van Praet, Douglas.
245 10 - TITLE STATEMENT
Title Unconscious branding :
Remainder of title how neuroscience can empower (and inspire) marketing /
Statement of responsibility, etc Douglas Van Praet.
250 ## - EDITION STATEMENT
Edition statement First edition
300 ## - PHYSICAL DESCRIPTION
Number of Pages xiv, 274 pages ;
520 ## - SUMMARY, ETC.
Summary, etc "For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"--
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Consumer behavior
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Marketing
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term BUSINESS & ECONOMICS / Marketing / General.
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term BUSINESS & ECONOMICS / Marketing / Research.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Books
Holdings
Withdrawn status Lost status Home library Current library Shelving location Date acquired Full call number Accession Number Koha item type
    DIS Library DIS Library New Titles 13/11/2015 658.8 Vanprae MH006092 Books