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Book
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Giuliano Trenti
Applied Neuromarketing
A scientific Approach to the marketing of the Future
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- Overview
- About the author
- Press
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Giuliano Trenti
Applied Neuromarketing
A scientific Approach to the marketing of the Future
- Overview
- About the author
- Press
Overview
This book provides a marketing and communication method – paired with a vast body of scientific knowledge on the mind, brain and behaviour – that can be instantly applied to increase the success rate of one's own ventures.
Why do companies of all shapes and sizes, led by experienced managers with significant resources at their disposal, end up launching so many projects that underperform or downright fail? The reason is the difficulty in understanding people's needs and the aspects that influence their purchasing decisions. Nowadays, though, we have the tools to engineer success and choose the more promising paths to follow.
Applied Neuromarketing explains how to implement the most important notions of neuroscience and behavioural science; it provides a concise approach to entering the market, using methods that are not just about neuromarketing but also include a broader vision, aimed at understanding what drives people to buy in every possible context.
The book includes the outcomes of practical case studies to guide you in making optimal business choices.
About the author
Giuliano Trenti is the founder and president of NeurExplore, the first company in Trentino to deal with neuromarketing, and one of the few in Italy to use science in strategic and operational marketing and communication choices.
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Book formats
Digital formats