Neuromarketing in Action

Acknowledgements
Introduction

PART I Neuromarketing or the art of selling to the brain
1 Marketing and its limitations in understanding human intelligence
2 Neuroscience as a way to discover the secrets of human intelligence
3 Neuromarketing in question
Part I: Key Points

PART II Selling the marketing and organization strategy to the brain of managers and employees
4 Selling the recommendations of the marketing plan to the brain of managers
5 Increasing the efficiency of marketers' intelligence
Part II: Key Points

PART III Improving the efficiency of the marketing action: the Neuromarketing method
6 Be irresistible: satisfy the customer's senses - Stage 1 of the Neuromarketing method
7 Be remarkable: please the customer's brain - Stage 2 of the Neuromarketing method
8 Be moving: satisfy customers through their emotions to gain their loyalty and ensure they move up the range - Stage 3 of the Neuromarketing method
9 Be unforgettable: satisfy the customer's memory - Stage 4 of the Neuromarketing method
10 Be beyond suspicion: satisfy the customer's subconscious - Stage 5 of the Neuromarketing method
11 Be irreproachable: satisfy the customer's conscience - Stage 6 of the Neuromarketing method
12 Neuromarketing in application: from cognitive optimization of product conception and display to sales and communication
13 Neuromarketing in application: sensory marketing in the sales outlet
Part III: Key Points

PART IV Perspectives for today... and tomorrow
14 Value innovation to surprise the customer's brain
15 Permission and desire marketing to avoid saturation and rejection by the customer's brain
16 Interactivity to improve communication with the customer's brain
17 Brand policy to reassure the customer's brain
18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience
Part IV: Key Points

Vision of the future
References
Index