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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 - from strategy to implementation and NPD.
- The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising
- Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ‘why’ behind consumer behaviour.
- Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK
- Full colour throughout
|Product dimensions:||5.90(w) x 9.10(h) x 1.10(d)|
About the Author
Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly immersed himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.
Table of Contents
1. Decision Science: Understanding the Why of Consumer Behaviour 1
2. The Moment of Truth: Decoding Purchase Decisions 37
3. Decoding the Interface: How the Autopilot Perceives Touchpoints 67
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 119
5. Goals: The Driving Forces of Purchase Decisions 159
6. From Positioning to Touchpoints: Bringing Value to Life 203
Closing Remarks 255
Recommended Reading 259
What People are Saying About This
“When Phil first introduced me to this new and important understanding it crystallised my fears that the long-standing approach to marketing needed to be fundamentally re-evaluated. In his book, he not only persuasively and cogently argues his case but also shows how we need to think in new ways to maximise our marketing efficiency and effectiveness”
—Sean Gogarty, Senior Vice President, Household Care, Unilever
“A perfect mixture of deep ideas from visual and decision neuroscience,
and clear pictures of why those ideas matter for marketing”
—Colin Camerer, Robert Kirby Professor of Behavioral Economics, Caltech
"A must read for marketing managers who wish to deepen their understanding of the vagaries of the consumer behavior. The difficult subject matter is presented in an accessible, logical and concise manner. I will certainly use this book in my graduate classes”
—Leon Zurawicki. Professor of Marketing, University of Massachusetts
"Marketing has, for a long time, been an uneasy tussle between art and science: Decoded gives the discipline a very healthy and eminently accessible push in the direction of the latter. All marketers should read it
"—Philip Graves. Author of Consumer.ology