Riassunto
Neuromarketing Essentials provides an overview on the most important neuroscience insights that are of practical value to marketers. The book takes an unusual approach, encouraging the reader to undertake a series of thought experiments that demonstrate how the mind works. The idea is to not just offer information that builds neuromarketing knowledge, but to give readers an intuitive understanding of how the consumer’s mind works and how marketers can capitalize on this. Dr Peter Steidl is a brand and marketing consultant and neuromarketing expert. He has worked with leading corporations in 20 countries on five continents. This is what reviewers had to say: With his trademark clear and engaging style, Peter provides both immediately actionable insights and a solid foundation for understanding how neuromarketing is going to radically change marketing theory and practice in coming years. Dr Stephen J. Genco, Managing Partner, Intuitive Consumer Insights, United States This book practices what neuromarketing preaches: make the abstract more applicable. Gesa Lischka, CEO and Head of Strategy, Kochstrasse Agentur fuer Marken, Germany With this book the consumer's mind will stop being a maze with no exit for marketers. It is a practical guide to decide and create strong brand memories. Paola Vargas Ballen, ID+4, Consumer Insights Consultant, Colombia
Informazioni sull?autore
Dr Peter Steidl has lived in Austria, Germany, the United Kingdom and Australia and has carried out assign-ments in 20 countries on five continents. Known for his combination of commercial understanding and creative thinking skills, Peter advises Fortune Global 100 corporations, start-up companies, professional services firms, federal and state government agencies and not-for-profit organizations on the development and de-risking of marketing strategies and their execution. Peter has an MBA and PhD from Vienna University and has served on the permanent staff of Vienna and Adelaide Universities, taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth. He has been a Temporary Advisor to the World Health Organization, has represented Australia at the European Center for Social Science Research and Documentation and Austria as Honorary Consul for South Australia and the Northern Territory, and has served on government boards and committees as well as on the councils of not-for-profit organi-zations. He has conducted workshops and seminars and delivered keynote addresses and papers at interna-tional and local conferences, and has conducted staff development programs with agencies and client marketing departments. Peter’s recent publications include Shopper Mar-keting. Neuromarketing Strategies to Win the Battle at the Shelf, with Carl MacInnes; Brand Vision Archetypes, with Kim Boehm, 2016; Neurobranding, 3rd edition, 2016, Neuromarketing for Dummies, with Stephen J. Genco and Andrew P. Pohlmann, Wiley, 2013; Waking the Giant. Revitalizing the Mature Brand, Wiley 2009; Survive, Exploit, Disrupt. Action Guidelines for Marketing in a Recession, Wiley 2009. He is a contributor (jointly with Stephen J. Genco) to Paul M.W. Hackett (Editor), Qualitative Research Methods in Consumer Psychology. Ethnography and Culture, Routledge 2016 and his articles, interviews and commentaries have appeared in journals, trade publications, radio and TV interviews in Australia, Austria, Belgium, Denmark, Germany, Hong Kong, Iran, Singapore, Turkey, the United Kingdom and the United States. Peter can be contacted at: peter@neurothinking.com
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