| 000 | 02341cam a22003498i 4500 | ||
|---|---|---|---|
| 001 | 22630752 | ||
| 005 | 20230419114440.0 | ||
| 008 | 220602s2023 nju b 001 0 eng | ||
| 010 | _a 2022025463 | ||
| 020 |
_a9781119673088 _q(paperback) |
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| 040 |
_aDLC _beng _erda _cIIMV |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.32 _b.B37 2023 |
| 082 | 0 | 0 |
_a658.8342 _223 |
| 100 | 1 |
_aBarden, Phil, _d1959- _eauthor. _932911 |
|
| 245 | 1 | 0 |
_aDecoded : _bthe science behind why we buy / _cPhil Barden. |
| 250 | _aSecond edition. | ||
| 263 | _a2210 | ||
| 264 | 1 |
_aHoboken, NJ : _bWiley, _c2023. |
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| 300 | _apages cm | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 504 | _aIncludes bibliographical references and index. | ||
| 520 |
_a"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make their decisions. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. He shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded offers a pragmatic framework and guidelines for day to day marketing practice on how to employ this knowledge for more effective brand management from strategy to implementation and NPD"-- _cProvided by publisher. |
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| 650 | 0 |
_aConsumer behavior. _932912 |
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| 650 | 0 |
_aMarketing _xPsychological aspects. _932913 |
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| 776 | 0 | 8 |
_iOnline version: _aBarden, Phil. _tDecoded _bSecond edition. _dHoboken : Wiley, 2023 _z9781119673149 _w(DLC) 2022025463 |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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| 999 |
_c6028 _d6028 |
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