Decoded: The Science Behind Why We Buy from John Wiley & Sons at the Book Checkout

Decoded: The Science Behind Why We Buy
Decoded: The Science Behind Why We Buy
Book Category:
Business & Economics > Marketing > General
Author:
Phil Barden
Binding:
Hardcover
ISBN 13:
9781118345603
Price:
32.95
Publication Year:
2012

Publisher Info

John Wiley & Sons.

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Book Description

In this groundbreaking book Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing.He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make their decisions. He deciphers the 'secret codes' of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility.