Neurobranding explores how neuroscience insights can help you develop highly effective marketing, brand, communications, shopper marketing and innovation strategies. The author doesn’t focus on market research as most neuromarketing books do, but considers strategic implications, providing practical insights and guidelines you can use in your own marketing practice. You will find neuroscience-based strategies for shaping considered purchase decisions as well as habitual buying, for lifting the effectiveness of marketing communications in both traditional and digital media, building shopper marketing opportunities into the key touchpoints along the consumer’s path to purchase, and using innovation to disrupt conventional marketing strategies. The first edition of Neurobranding was shortlisted by European Expert Marketer Magazine as one of the Best Marketing Books in 2013. This second edition has not only been updated and aligned with the latest neuroscience research, it also offers extensive new material, including new sections on marketing communications and shopper marketing. This book will be useful for anyone creating, contributing to, evaluating, or approving strategic marketing initiatives and programs. Here are some of the comments by reviewers of the first edition: “Honestly, once I’d started the book I couldn’t put it down. The author uses examples to illustrate his point and he manages to make a complex issue easy and enjoyable to read. If you’re interested in brands and what makes them tick, this is a really good read and reference tool.” Executive Chairman, leading ad agency network “This book is for those who are interested in improving the effectiveness of marketing with the precision of a scalpel. If you have an interest in or think you know branding, you really need to read this book.” Senior Partner, Legal Practice “[This book] is written for the marketing practitioner and avoids medical terminology. I believe this is the most advanced book on neurobranding available today.” Regional Chairman, leading media agency group “From habitual buying to considered purchase decisions, managing expectations to disruptive innovation the author visits some of the marketing challenges many marketers wrestle with, providing new perspectives and solutions based on neuroscience research.” Start-up entrepreneur “The strategic perspective is what sets this book apart – it doesn’t focus on how to improve an ad, but rather on how to lift the effectiveness of the whole campaign.” Advertising agency executive
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Dr. Peter Steidl has lived in Austria, Germany, the United Kingdom and Australia and has carried out assignments in 20 countries on five continents. His clients include a number of Fortune Global 100 corporations, start-up companies, professional services firms, federal and state government agencies and not-for-profit organizations. Peter has an MBA and PhD from Vienna University and has served on the permanent staff of Vienna and Adelaide Universities, and has taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth. He is Chairman of Aegis Media's Asia-Pacific Neuromarketing Council, supporting the development of a neuromarketing practice across the region. He has been a temporary advisor to the World Health Organization, represented Australia at the European Center for Social Science Research and Documentation, served as Honorary Austrian Consul for South Australia and the Northern Territory and on government boards and committees, as well as on the boards of not-for-profit organizations. Peter is a prolific writer. His most recent books include: Neuromarketing for Dummies, with Stephen Genco and Andrew Pohlman, Wiley 2013, Creating Brand Meaning: How to Use Brand Vision Archetypes, 2nd edition, Createspace, 2012; Waking the Giant. Revitalizing the Mature Brand, Wiley 2009; Survive, Exploit, Disrupt. Action Guidelines for Marketing in a Recession, Wiley 2009. Peter can be contacted on Linkedin or via email at firstname.lastname@example.org
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