Neuromarketing in action : how to talk and sell to the brain / Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou, and Michel Badoc.

Includes bibliographical references (pages 263-266) and index.

Acknowledgements -- Introduction -- PART .1. Neuromarketing or the art of selling to the brain -- Ch.01. Marketing and its limitations in understanding human intelligence -- The concepts of marketing and Neuromarketing -- Marketing limitations and the contribution of neuroscience: the path of Neuromarketing-- Ch.02. Neuroscience as a way to discover the secrets of human intelligence -- Studies and tools inspired by neuroscience -- Basic knowledge to access the secrets of intelligence -- The brain's primary behaviour and its influence on decision making-- Ch.03. Neuromarketing in question -- Neuromarketing and issues raised -- Are there techniques behind these recommendations? -- Is Neuromarketing ethical? -- How can Neuromarketing be beneficial to marketing? -- Neuromarketing applications to the marketing approach -- Part 1: Key Points -- PART .2. Selling the marketing and organization strategy to the brain of managers and employees -- Ch.04. Selling the recommendations of the marketing plan to the brain of managers -- Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' -- Sell to the brain of the executive committee -- Ch.05. Increasing the efficiency of marketers' intelligence -- Neuroscience to increase the efficiency of marketing managers and employees -- Using neuroscience to improve the efficiency of collective project meetings -- Supporting change to prevent stress -- Part .2.: Key Points -- PART .3. Improving the efficiency of the marketing action: the Neuromarketing method -- Ch.06. Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method -- Satisfy the customer's nose -- Satisfy the customer's ears -- Satisfy the customer's eyes -- Satisfy the customer's skin -- Enter through all doors at once -- Ch.07. Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method -- The only purpose of the brain is to please itself -- Sex sells -- The food that gives pleasure-- Ch.08. Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method -- Manage the customer's emotions -- Stress to enhance the marketing performance -- Make a film out of your offers to move the customer-- Ch.09. Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method Increase your customer's memory -- Becoming unforgettable is also remembering your customers-- Ch.10. Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method -- Influence the customer by increasing the leadership of the product and salesperson -- Influence the customer by playing on the brain's shortcuts-- Ch.11. Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method -- Help the customer make the right decision -- Offer customers what really suits them -- Ch.12. Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication -- Neuromarketing in businesses -- Three true stories -- Ch.13. Neuromarketing in application: sensory marketing in the sales outlet -- The advent of the internet has rendered the transformation of physical outlets inevitable -- Importance of the senses in the brain's decision to purchase -- New organization of sales outlets to appeal more directly to human intelligence -- Multi-sensory experience -- Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets -- Part .: Key Points -- PART.4. Perspectives for today... and tomorrow -- Ch.14. Value innovation to surprise the customer's brain -- Disruption for improved communication with the customer's intelligence -- The value innovation approach: the 'blue ocean' strategy -- The 'blue ocean' strategy in application: the example of Thomas Cook -- Appear exceptional to the customer's intelligence: strategies for innovation marketing-- Ch.15. Permission and desire marketing to avoid saturation and rejection by the customer's brain -- Evolution in communication and saturation of the brain receptors -- Permission and desire marketing-- Ch.16. Interactivity to improve communication with the customer's brain -- The internet: a powerful tool driving interactivity -- Adapt the internet to how the customer's intelligence works -- Adapt the internet policy via social networks to the evolving expectations of the consumer's brain-- Ch.17. Brand policy to reassure the customer's brain -- Define a policy to complete the triad of positioning-identity-brand -- Implementation of the brand policy-- Ch.18. Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience -- Quality and legitimacy: an imperative for Neuromarketing -- Organization of the quality-legitimacy policy -- Sustainable development to leave the customer's brain with a clear conscience -- Part 4: Key PointsVision of the future -- References -- Index.