Produktdetaljer
Biografisk notat
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.
If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours.
Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development.
You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices.
- Gain an understanding of the Jobs to Be Done (JTBD) approach
- Take a closer look at the Ferrero neuroscience study that supports JTBD
- See updated and relevant case studies of JTBD at work
- Discover how to engage customers through digital touchpoints
Foreword by Rory Sutherland xiii
Preface xvii
1. Decision Science: Understanding the Why of Consumer Behaviour 1
2. The Moment of Truth: Decoding Purchase Decisions 37
3. Decoding the Interface: How the Autopilot Perceives Touchpoints 69
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129
5. Goals: The Driving Forces of Purchase Decisions 167
6. From Positioning to Touchpoints: Bringing Value to Life 213
7. Case Studies 269
Closing Remarks 287
Recommended Reading 289
About the Author 303
Index 305
“I loved this book. It’s a highly practical book for any modern marketer, packed with clear, compelling examples and also a glorious, enjoyable read for anyone interested in how humans make their choices. My copy is littered with underlinings and notes. Fascinating, useful, an absolute classic.”
—Sophie Devonshire, Chief Executive, The Marketing Society
“Marketing is fundamentally about behaviour change. Not enormous binary switches but more subtle, nuanced shades. And Phil Barden is the expert in this area. His work makes you a better marketer.”
—Mark Ritson, Mini MBA in Marketing
“Decoded is the only behavioural science book I’ve ever read twice. This new edition is a great reason to make it three times.”
—Richard Shotton, author of ‘The Choice Factory’
“There are plenty of books around on behavioural economics. This one shows you how to use the science to increase sales. A must for anyone who works with brands.”
—Les Binet, Group Head of Effectiveness at adam&eveDDB
“Many of us will agree that great Marketing is a combination of Science and Art. Science can often give you the springboard you need to take that creative leap. But what if some of the science you’re using is wrong? Phil’s book explains all. He brings decision science to life for marketing. It can be chewy in places, in a good way, but will help you to step up your marketing impact.”
—Keith Weed, Ex-CMO Unilever, Independent Director of WPP and Sainsbury’s
Decoded: The Science Behind Why We Buy is a landmark book that places decision science at the centre of marketing, analysing empirical evidence to reveal the reasons people buy what they buy. It provides a systematic framework for optimising brand management and increasing the relevance and credibility of any type of product and service. Featuring numerous real-life case studies and exhaustively tested strategies, this comprehensive volume enables marketers to focus on what really determines marketing success by building a profound understanding of the underlying consumer behavior, and to integrate this knowledge into their everyday work.
This second edition features a wealth of revised and updated information, including new content that examines the ‘Jobs to be Done’ (JTBD) approach, identifying distinctive brand assets, case studies and more.
The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising, Decoded: The Science Behind Why We Buy, Second Edition, remains the definitive resource for marketers, advertising professionals and all those whose role involves deciphering consumer behaviour.
If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours.
Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development.
You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices.
- Gain an understanding of the Jobs to Be Done (JTBD) approach
- Take a closer look at the Ferrero neuroscience study that supports JTBD
- See updated and relevant case studies of JTBD at work
- Discover how to engage customers through digital touchpoints
Foreword by Rory Sutherland xiii
Preface xvii
1. Decision Science: Understanding the Why of Consumer Behaviour 1
2. The Moment of Truth: Decoding Purchase Decisions 37
3. Decoding the Interface: How the Autopilot Perceives Touchpoints 69
4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129
5. Goals: The Driving Forces of Purchase Decisions 167
6. From Positioning to Touchpoints: Bringing Value to Life 213
7. Case Studies 269
Closing Remarks 287
Recommended Reading 289
About the Author 303
Index 305
“I loved this book. It’s a highly practical book for any modern marketer, packed with clear, compelling examples and also a glorious, enjoyable read for anyone interested in how humans make their choices. My copy is littered with underlinings and notes. Fascinating, useful, an absolute classic.”
—Sophie Devonshire, Chief Executive, The Marketing Society
“Marketing is fundamentally about behaviour change. Not enormous binary switches but more subtle, nuanced shades. And Phil Barden is the expert in this area. His work makes you a better marketer.”
—Mark Ritson, Mini MBA in Marketing
“Decoded is the only behavioural science book I’ve ever read twice. This new edition is a great reason to make it three times.”
—Richard Shotton, author of ‘The Choice Factory’
“There are plenty of books around on behavioural economics. This one shows you how to use the science to increase sales. A must for anyone who works with brands.”
—Les Binet, Group Head of Effectiveness at adam&eveDDB
“Many of us will agree that great Marketing is a combination of Science and Art. Science can often give you the springboard you need to take that creative leap. But what if some of the science you’re using is wrong? Phil’s book explains all. He brings decision science to life for marketing. It can be chewy in places, in a good way, but will help you to step up your marketing impact.”
—Keith Weed, Ex-CMO Unilever, Independent Director of WPP and Sainsbury’s
Decoded: The Science Behind Why We Buy is a landmark book that places decision science at the centre of marketing, analysing empirical evidence to reveal the reasons people buy what they buy. It provides a systematic framework for optimising brand management and increasing the relevance and credibility of any type of product and service. Featuring numerous real-life case studies and exhaustively tested strategies, this comprehensive volume enables marketers to focus on what really determines marketing success by building a profound understanding of the underlying consumer behavior, and to integrate this knowledge into their everyday work.
This second edition features a wealth of revised and updated information, including new content that examines the ‘Jobs to be Done’ (JTBD) approach, identifying distinctive brand assets, case studies and more.
The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising, Decoded: The Science Behind Why We Buy, Second Edition, remains the definitive resource for marketers, advertising professionals and all those whose role involves deciphering consumer behaviour.
Produktdetaljer
Biografisk notat
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.