Neuromarketing in action : how to talk and sell to the brain / Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou, and Michel Badoc.

Includes bibliographical references (pages 263-266) and index.

Introduction ― pt. 1. Neuromarketing or the art of selling to the brain― 1. Marketing and its limitations in understanding human intelligence ― 2. Neuroscience as a way to discover the secrets of human intelligence ― 3. Neuromarketing in question ― Part 1 : key points ― pt. 2. Selling the marketing and organization strategy to the brain of managers and employees ― 4. Selling the recommendations of the marketing plan to the brain of managers ― 5. Increasing the efficiency of marketers' intelligence ― Part 2 : key points ― pt. 3. Improving the efficiency of the marketing action : the Neuromarketing method ― 6. Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method ― 7. Be remarkable : please the customer's brain - Stage 2 of the Neuromarketing method ― 8. Be moving : satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method ― 9. Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method increase your customer's memory ― 10. Be beyond suspicion : satisfy the customer's subconscious - Stage 5 of the Neuromarketing method ― 11. Be irreproachable : satisfy the customer's conscience - Stage 6 of the Neuromarketing method ― 12. Neuromarketing in application : from cognitive optimization of product conception and display to sales and communication ― 13. Neuromarketing in application : sensory marketing in the sales outlet ― Part 3 : key points ― pt. 4. Perspectives for today... and tomorrow ― 14. value innovation to surprise the customer's brain ― 15. Permission and desire marketing to avoid saturation and rejection by the customer's brain ― 16. Interactivity to improve communication with the customer's brain ― 17. Brand policy to reassure the customer's brain ― 18. Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience ― Part 4 : key points ― Vision of the future ― References ― Index.

Providing a focused and in-depth examination of the field of marketing research that studies consumers' sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing in Action, shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Through 18 chapters, referencing many global brands such as Aston Martin, Chanel, Lacoste, Amazon, Nike, Carrefour and Dunhill, the authors showcase the latest thinking on brain function and intelligence, and the subconscious influences on consumer behaviour. This book examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience — both in terms of current marketing activity (selling methods, sensory marketing, product modification) and potential future developments (value innovation, sensory brands, increased interaction with social networks and permission marketing). For a phenomenon that is stil in its infancy, neuromarketing is now recognized as an important trend in the development of marketing techniques and applications. Neuromarketing in Action provides both a practical assessment of current thinking and a detailed review of future developments, showing how the latest marketing techniques can be validated and legitimized through the prism of the consumer brain.