TY  - BOOK
AU  - Barden, Phil
AU  - Sutherland, Rory -- Foreword by 
TI  - Decoded: the science behind why we buy 
SN  - 9781119673088 (pbk.)
U1  - 658.8342 BAR 
PY  - 2023///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Consumer behavior
KW  - Marketing Psychological aspects
KW  - Marketing
N1  - 1. Decision science: understanding the why of consumer behaviour
2. The moment of truth: decoding purchase decisions
3. Decoding the interface: how the autopilot perceives touchpoints
4. Optimizing the path to purchase: the decision interface makes the difference
5. Goals: the driving forces of purchase decisions
6. From positioning to touchpoints: bringing value to life
7. Case studies; Summary:"In this ground-breaking book, Phil Barden reveals what decision science explains about people's 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 practitioner's 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 day to day 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 practice Emotion vs motivation Digital as a touchpoint Decoded offers a pragmatic framework and guidelines for day to day marketing practice on how to employ this knowledge for more effective brand management from strategy to implementation and NPD"-- Provided by publisher
ER  -