How Customers Think

This book provides an update on the latest advances in neuroscience and their potential applications to marketing. A pleasant read, illustrated by a large number of concrete examples that make the messages easy to understand despite the technical complexity of the subject matter, it will undeniably take its place as a practical work of reference in the library of marketing or advertising practitioners.
– To get a rapid understanding of the general principles, refer to chapters 1 to 3, completed by chapter 6. These chapters describe the key subconscious mechanisms of the brain, demonstrate their importance to marketing and point out the limitations of the methods generally used to study and influence customer behavior.
– Chapters 4 and 12 offer two essential methods to understand customers better, i.e. analyzing metaphors and implementing unbiased survey strategies. These very detailed chapters, illustrated by examples such as General Motors and Mercedes, constitute the must-read sections of the book. Chapters 5 and 7 present many other more sophisticated methods that consequently require expert support.