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ویرایش: نویسندگان: Benny B. Briesemeister, Werner Klaus Selmer سری: Management for Professionals ISBN (شابک) : 3658351845, 9783658351847 ناشر: Springer سال نشر: 2022 تعداد صفحات: 148 [143] زبان: English فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) حجم فایل: 5 Mb
در صورت تبدیل فایل کتاب Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب بازاریابی عصبی در تجارت: شناسایی محرک های خرید ضمنی و استفاده از آنها برای فروش نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
این کتاب نشان می دهد که چگونه بازاریابی عصبی در عمل کار
می کند. توضیح می دهد که چگونه شرکت ها می توانند از روش ها و
بینش های علوم اعصاب برای تصمیم گیری بهتر استفاده کنند. این
موارد استفاده در دنیای واقعی را در زمینه علوم اعصاب کاربردی گرد
هم میآورد که از شرکتهای پیشرو در علم اعصاب مصرفکننده در سطح
جهان و مشتریان آنها جمعآوری شده است. موارد استفاده از حوزه های
مختلف کسب و کار، از تحقیقات تبلیغاتی گرفته تا طراحی فروشگاه، از
پیدا کردن نام مناسب برای یک نام تجاری گرفته تا طراحی یک وب سایت
متقاعد کننده می باشد. این کتاب نشان می دهد که چگونه مشتریان در
بازاریابی عصبی شرکت می کنند. مشکلات تجاری که می توانند با این
رویکرد جدید حل کنند و با آن مواجه شده اند. و مقادیری که تولید
می کنند.
This book shows how neuromarketing works in practice. It
describes how companies can use the methods and insights of
neuroscience to make better decisions themselves. It brings
together real-world use cases in the area of applied
neuroscience, collected from the globally leading consumer
neuroscience companies and their clients. The use cases come
from a variety of business areas, from advertising research to
store design, from finding the right name for a brand to
designing a compelling website. The book reveals how clients
engage in neuromarketing; the business problems they can
encounter, and have encountered, solving with this new
approach; and the values they generate.
Preface: Neuromarketing Put to Practice Definition Neuromarketing Reference Contents Multisensory Experiences in Digital Media 1 Meaning of Multisensory Experiences 2 Experiences as Neural Networks 3 The Multisensory Memory 3.1 Example 4 Digital Brand Codes: The Four Emotional Signals of the Brand 5 Technically Generated Multisensor Technology 6 Multisensory Architecture of the Future 7 Conclusion References A Good Product Name in the Semantic Network: Implicit Methods for Naming 1 Semantic Networks 1.1 Priming 2 Implicit Methods 3 Highlight: Implicit Association Test (IAT) in Market Research 4 Practical Example: The Development of Product Names 5 Market Research Approach: Name Test 5.1 The Method 5.2 The Name Is Remembered 5.3 The Name Is Well Associated 5.4 The Result 6 Summary References Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design 1 The Critical Management of Brand Knowledge 2 Case Study: Map and Develop a New Corporate Identity 2.1 The Need of Rebranding 2.2 Brand Relaunch Background and Step by Step Approach 2.2.1 Insight Step: Generating Evidence-Based Insights 2.2.2 Strategic Positioning Step: Determining Final Relaunch Strategy 2.2.3 Design Step: Developing and Revising Distinctive Assets 2.2.4 Alignment Step: Steering the Internal Brand Implementation Process 2.2.5 Communication Step: Rolling Out of the New Brand Identity 2.3 Critical Review: Evaluating the Communication Power in a Posttest 3 Discussion: The Marketing Need to Take Journey into the Implicit Consumer Mind References Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is S... 1 Introduction 2 TV Commercial Effectiveness Predicted by Functional MRI 3 The Elusive Ingredient of Effectiveness 4 Effective TV Commercials Have a Unique ``Neural Signature´´ 5 Can Effectiveness Be Predicted Using TVCs? 6 Reverse Engineering of Storyboards from TV Commercials 7 TV Commercials Are Predicted from Their Storyboards 8 Nearly Perfect Prediction in the Dimension That Matters: Pos-Neg Balance 9 Afterthoughts: Toward a New Way of TV Commercial Production References Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sp... 1 Introduction 2 Limitations of Traditional Reach X Frequency Valuation Models: The Business Case for Change 3 EDA as a Metric for Emotion to Media Content 4 Emotion and Memory 5 Putting It All Together in an Applied Setting 5.1 Study 1: Arousal Carryover Effects in Sports Valuation 5.1.1 Data Collection and Processing 5.1.2 Results 5.2 Study 2: Emotional Response to Super Bowl Ads Is Predictive of Recall in an Ecological Setting 5.2.1 Data Collection and Processing 5.2.2 Results 6 Concluding Remarks: The Future - Integrating Emotion and Programmatic Toward ``Emotionally Triggered Advertising´´ References Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services 1 The Fat Years Are over, Aren´t They!? 2 User-Centered Design = Understanding and Serving the User 3 Why Emotions Are So Important 4 Causes of Emotions 5 There Is No Cookbook for User-Centered, Positive-Impact ``Soup´´ 6 Emotion Measurement as a Means of Implementing a User-Centered Strategy 6.1 Surveys Are Unsuitable for Emotion Measurement 6.2 Measuring Emotions Correctly: With Emolyzr 7 Frequently Asked Questions and the Respective Answers 8 Application Examples 9 Conclusion References Leveraging Neuroscience-Based Insights to Improve Customer Experience 1 Case Study: Finance Your New Car with Ease 1.1 Using Neuroscience to Capture Insights 1.2 What Did We Find Out? 1.3 The Evolving Customer Was Your Average Joe 1.4 Sophisticated Customers Were a Totally Different Type 1.5 Translating Insights into a Great Customer-Centric Experience 2 Case Study: Insurance Becomes a Pleasant Experience 2.1 Using Neuroscience to Capture Insights 2.2 Translating Insights into a Great Customer-Centric Experience Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience 1 Learning from the Best ... 1.1 Customer Experience as a Success Factor 1.2 Differences Between Online Retail and Traditional Brick-and-Mortar Business 2 The Limits of Traditional Market Research 2.1 Surveys 2.2 Behavioral Observation 3 Introduction to Neuroscientific Market Research 3.1 The Customer´s View 3.2 The Emotional Evaluation: Approach Behavior in the EEG 3.3 Psychological Profiling: The Question of ``Why´´ 3.4 The Basic Principle of Neuroscientific Market Research for the Point of Sale 4 The Prediction of Purchase Decisions Based on the First Eye Contact 5 Case Study: The Optimization of Telecommunication Stores 5.1 A Few Insights into Store Optimization 6 Conclusion References Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business 1 Why Is Neuroscience Relevant in Business? 1.1 Excursus: Advantages of Neuroscientific Methods over Questioning 1.2 Example New Coke 1.3 Neuroscience Methods 1.3.1 Electroencephalogram (EEG) 1.3.2 Eye Tracking 1.3.3 Implicit Test of Associations (ITA) 2 How Can Unconscious Needs Be Made Visible? 3 Where in Business Can Insights About Implicit Motives Be Applied? 3.1 Who Are My Customers? 3.2 Example: Employee Experience 3.3 How Do Customers Perceive My Brand? 3.4 Example: Brand Perception 3.5 How Do Customers Perceive My Product? 3.6 Example: Online Store Optimization 3.7 How Can I Reach Customers with My Product? 3.8 Example: Target Group-Specific Film Trailer 3.9 How Can I Keep Customer´s Loyal to My Brand? 3.10 Example: Newsletter 3.11 How Can I Encourage Customers to Behave in a Desired Way? 3.12 Example Nudging 4 Conclusion References Anticipated Regret in Decision-Making and Behaviour Change Ipsos is working with leading academics and university programs to frame the theoretical foundations of our scientific develop... 1 Behaviour Shift: Regret Helps Consumers to Cope with Conflicting Preferences and Ultimately Leads to Behaviour Change 2 Behaviour Stickiness: Anticipated Regret Can Help Marketers Gauge if a Change in Behaviour Is Here to Stay 3 Behaviour Intent: Anticipated Regret Is a Consistent Driver Across Different Types of Decision-Making Profiles - As Seen in ... 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