000			02756pam a2200385 i 4500
001			37706
003			DLC
005			20240430145301.0
008			120410s2012 nyu b 001 0 eng
010			_a 2012014890
020			_a9780230341791 : _c28.00
020			_a0230341799 : _c28.00
040			_aDLC _beng _cDLC _erda _dIMmBT
042			_apcc
050	0	0	_aHF5415.32 _b.V36 2012
069			_a09389898
090			_aHF 5415.32 .V36 2012
100	1		_aVan Praet, Douglas. _9141086
245	1	0	_aUnconscious branding : _bhow neuroscience can empower (and inspire) marketing / _cDouglas Van Praet.
250			_aFirst edition.
260			_aNew York : _bPalgrave Macmillan, _c2012.
300			_axiv, 274 pages ; _c25 cm
520			_a"For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"-- _cProvided by publisher.
504			_aIncludes bibliographical references (pages [251]-269) and index.
650		0	_aConsumer behavior _xPsychological aspects. _9141087
650		0	_aMarketing _xPsychological aspects. _9141088
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh _9141089
650		7	_aBUSINESS & ECONOMICS / Marketing / Research. _2bisacsh _9141090
852	1		_9P28.00usd
907			_a37706 _b01-03-13 _c12-20-12
942			_cBOOK _00
998			_aaudmc _b12-20-12 _cm _da _e- _feng _gnyu _h0
945			_g1 _i5081421 _j0 _laudmc _o- _p102.76 _q- _r- _s- _t1 _u0 _v0 _w0 _x0 _yi14900877 _z12-20-12
999			_c37706 _d37706