High Quality [Wiley] Decoded 2E: The Science Behind Why We Buy [Paperback] By Phil Barden

In this groundbreaking book, Phil Barden reveals what decision science explains about peoples 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 practitioners 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 daytoday 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 practiceEmotion vs motivation Digital as a touchpoint Decoded offers a pragmatic framework and guidelines daytoday marketing practice on how to employ this knowledge more effective brand management from strategy to implementation and NPD.