Neuromarketing For Dummies (Arabic Edition)

Neuromarketing, by Stephen J. Genco, Andrew P. Pohlmann and Peter Steidl
Advice from neuromarketing experts to help you apply its methods and drive your business results forward. Neuromarketing is a multidisciplinary field in which researchers study how consumers' brains respond to brands, products, advertising, marketing, entertainment and much more. Drawing on the latest expert insights from brain science, neuromarketing helps researchers find answers to an age-old question: why do consumers buy? "Neuromarketing For Dummies" covers this fascinating and ever-expanding field in detail and shows how to use neuromarketing to real benefit. It demystifies the field and presents practical ways to build it into your research and related marketing plans. - Get started with neuromarketing: learn its basics and discover why it matters. - Explore the consumer's mind: discover the unconscious processes that underlie consumer behavior, the role emotions play in consumer response, and why consumers buy what they buy. - Examine real-world applications of neuromarketing: find out when neuromarketing fits branding, product design, packaging, advertising, online and in-store marketing, and entertainment. - Learn how to measure consumer responses: dig into the many ways you can measure what your consumers are thinking. - Explore practical issues: understand the ethical, legal and operational issues involved in neuromarketing.

• Original Arabic title: التسويق العصبى
• Language: Arabic
• Authors: Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl