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In this groundbreaking 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. He deciphers the 'secret codes' of products, services and brands to explain why people buy them. And finally 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.


• Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy
• 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.
• The first book to apply Daniel Kahneman's Nobel Prize-winning work to marketing and advertising
• Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the 'why' behind consumer behaviour.
• Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK
• Full colour throughout

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Price Summary

  • We started tracking this book on September 21, 2013.
  • This book was £12.05 when we started tracking it.
  • The price of this book has changed 69 times in the past 2,218 days.
  • The current price of this book is £12.82 last checked 12 hours ago.
  • This lowest price this book has been offered at in the past 90 days is £12.77.
  • This lowest price this book has been offered at in the past year is £12.67.
  • The lowest price to date was £3.74 last reached on November 27, 2015.
  • This book has been £3.74 one time since we started tracking it.
  • The highest price to date was £14.99 last reached on January 11, 2017.
  • This book has been £14.99 2 times since we started tracking it.

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Additional Info

  • Text-to-Speech: Enabled
  • Lending: Disabled
  • Print Length: 289 Pages
  • File Size: 10,121 KB

We last verified the price of this book about 12 hours ago. At that time, the price was £12.82. This price is subject to change. The price displayed on the Amazon.co.uk website at the time of purchase is the price you will pay for this book. Please confirm the price before making any purchases.