Decoded
Decoded
The Science Behind Why We Buy
Barden, Phil; Sutherland, Rory
John Wiley & Sons Inc
09/2022
336
Mole
Inglês
9781119673088
15 a 20 dias
534
Descrição não disponível.
Foreword by Rory Sutherland xiii
Preface xvii
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 69
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129
5. Goals: The Driving Forces of Purchase Decisions 167
6. From Positioning to Touchpoints: Bringing Value to Life 213
7. Case Studies 269
Closing Remarks 287
Recommended Reading 289
About the Author 303
Index 305
Preface xvii
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 69
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129
5. Goals: The Driving Forces of Purchase Decisions 167
6. From Positioning to Touchpoints: Bringing Value to Life 213
7. Case Studies 269
Closing Remarks 287
Recommended Reading 289
About the Author 303
Index 305
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Decision science in marketing; neuroscience in marketing; behavioral marketing; scientific marketing; decision science in advertising; neuroscience in advertising; purchase behavior; buying behavior; buying decisions; purchase decisions
Foreword by Rory Sutherland xiii
Preface xvii
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 69
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129
5. Goals: The Driving Forces of Purchase Decisions 167
6. From Positioning to Touchpoints: Bringing Value to Life 213
7. Case Studies 269
Closing Remarks 287
Recommended Reading 289
About the Author 303
Index 305
Preface xvii
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 69
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129
5. Goals: The Driving Forces of Purchase Decisions 167
6. From Positioning to Touchpoints: Bringing Value to Life 213
7. Case Studies 269
Closing Remarks 287
Recommended Reading 289
About the Author 303
Index 305
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
