Decoded: The Science Behind Why We Buy

ISBN-13: 9781119673088 / Angielski / Miękka / 2022 / 336 str.

Phil (DECODE Marketing Ltd) Barden

Spis treści

Foreword by Rory Sutherland xiiiPreface xvii1. Decision Science: Understanding the Why of Consumer Behaviour 12. The Moment of Truth: Decoding Purchase Decisions 373. Decoding the Interface: How the Autopilot Perceives Touchpoints 694. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 1295. Goals: The Driving Forces of Purchase Decisions 1676. From Positioning to Touchpoints: Bringing Value to Life 2137. Case Studies 269Closing Remarks 287Recommended Reading 289About the Author 303Index 305

O autorze

Phil Barden is the Managing Director of DECODE Marketing Ltd, where he combines his more than 25 years of brand management (Unilever, Diageo and T-Mobile) with leading-edge cognitive and social psychology, neuroscience and behavioural economics to help businesses increase their marketing effectiveness and maximize brand growth.