The Business of Choice: Marketing to Consumers' Instincts - Couverture souple

Willcox, Matthew

Couverture souple

ISBN 10 : 0134772040 ISBN 13 : 9780134772042

Editeur : Pearson FT Press, 2017

Synopsis

Whether your objective is to grow a brand or promote healthy behaviors, you need a deep understanding of how humans intuitively make choices using cognitive mechanisms that have evolved over millions of years. Marketing is about influencing consumers' decisions, and the more you understand about human nature, the more successful you'll be. Fortunately, dramatic recent advances in neuroscience, evolutionary biology, and the behavioral and social sciences are revolutionizing the way we understand human decision-making. The Business of Choice doesn't just reveal what's been learned: it shows how to use these insights to make your brand or behavior the most instinctive, intuitive, and easiest choice.   Authored by Matthew Willcox, founder and executive director of Draft FCB's pioneering Institute of Decision Making, The Business of Choice shows you: How choice has shaped the human species, leading to choices that often seem strange and irrational How marketers can leverage the same evolutionary factors that have made humans so successful What we copy from others, and what we don't copy: the power and limitations of "social" The huge cognitive biases associated with planning the future and remembering the past How to make decisions easy for consumers: building cognitive fluency, creating reference points, architecting information, and managing choice Convincing customers to feel intuitively good about the choices they've made ― so they'll return for more

A propos du livre

À propos de l?auteur

Matthew Willcox is Founder and Executive Director of the Institute of Decision Making, which is part of FCB, a global and fully integrated marketing communications company within the Interpublic Group of Companies, IPG. The Institute of Decision Making is a unique offering, charged with bringing the findings from scientists who study human behavior and how people make choices into the practice of marketing for their clients. Matthew is also Chief Strategy Officer of FCB West. He has more than 25 years of brand strategy experience throughout Europe, Asia, and North America. Over that time he has helped organizations such as Levi Strauss and Co., Electronic Arts, Hilton Worldwide, Unilever, Nestle, Shell, GlaxoSmith-Kline, and American Express get their products chosen. In the process, he has helped his clients win eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and is a frequent speaker at business schools and at mareting and communication events, including the Cannes Lions in 2010, 2011, and 2013.   Matthew brings a global perspective to observing behavior. He is based in San Francisco, has worked in both London and Bangkok with Ogilvy & Mather, grew up in Ireland, and is married to an Italian.

Détails de l'édition

• Éditeur: Pearson FT Press
• Date d'édition: 2017
• Langue: anglais
• ISBN 10: 0134772040
• ISBN 13: 9780134772042
• Reliure: Broché
• Nombre de pages: 248
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible