The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer’s Brain - Hardcover

Bayle-Tourtoulou, Anne-Sophie ; Badoc, Michel

9780367895907: The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer’s Brain

Hardcover

ISBN 10: 0367895900 ISBN 13: 9780367895907

Verlag: Routledge, 2020

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This book explains the subconscious behaviour of the neuro-consumer and shows how companies are using these findings to cast light on their own consumers’ behaviour. It is an essential companion to marketers and brand strategists interested in neuroscience, and vital reading for any advanced student or researcher in this area.

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�ber die Autorin bzw. den Autor

Anne-Sophie Bayle-Tourtoulou is an Associate Professor of Marketing at HEC Paris where she holds academic responsibilities at the graduate and executive levels. Her interests deal with marketing strategy, retail and e-tail marketing, neuroscience and artificial intelligence. She is the co-author of Neuromarketing in Action.

Michel Badoc is an Emeritus Professor at HEC Paris. He gives courses on neuroscience, marketing and sensory marketing. He develops consultancy activities for companies in Europe and North America. He is the co-author of Neuromarketing in Action and many books on banking and insurance marketing.

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