Unveiling a remarkable combination of the latest brain research and revolutionary marketing practices, authors Patrick Renvoise and Christophe Morin teach highly effective techniques to build and deliver powerful, unique, and memorable messages that will have major, lasting impact on any audience.
Neuromarketing
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Book Description
Frequently Bought Together
Editorial Reviews
About the Author
Patrick Renvoise grew up in France, where he received a Masters in Computer Science. Focusing his career on sales, he spent several years in global business development, first at Silicon Graphics, where he initiated, closed, and managed multimillion dollar international OEM agreements. He served as Executive Director, Business Development & Strategy at Kleiner Perkins, where he sold supercomputers and software to NASA, Shell, Boeing, BMW, and Canon. Christophe Morin's passion is to help companies clearly identify what motivates and frustrates their prospects so that they can develop sustainable competitive strategies. Morin was CMO for rStar Networks, a company that develops private networks for Fortune 500 companies. Prior to that he was VP of Marketing and Corporate training for Canned Foods, Inc., one of the largest grocery remarketers in the world. He graduated from ESC Nantes with a BA in Marketing and received an MBA from Bowling Green State University.
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
26 of 28 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
If it's news to you to you that "The latest breakthoughs
in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".
This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.
It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.
Dale Carnegie is great, but not "the latest breakthroughs in
brain research".
If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
moments.
If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.
Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.
I don't feel this book lives up to it's book jacket promise:
"Neuromarketing is the only book to combine the latest brain research
with cutting-edge sales, marketing and communication techniques"
If it's so up on the latest brain research, where are the citations?
That said, it's not a lame book. It has some good information in
it, but little in the way of new ideas. Not a waste of time
but not something I'll likely read again.
in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".
This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.
It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.
Dale Carnegie is great, but not "the latest breakthroughs in
brain research".
If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
moments.
If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.
Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.
I don't feel this book lives up to it's book jacket promise:
"Neuromarketing is the only book to combine the latest brain research
with cutting-edge sales, marketing and communication techniques"
If it's so up on the latest brain research, where are the citations?
That said, it's not a lame book. It has some good information in
it, but little in the way of new ideas. Not a waste of time
but not something I'll likely read again.
9 of 9 people found the following review helpful
Format:Hardcover
If you are in marketing or advertising this book will help you craft better ads and copy. It is an easy read, that some may find too basic, but I loved how it explained why people buy on emotion and 'rationalize' purchases. Great basic guidelines for helping you improve your marketing communications and better understand reader reactions. I believe it is one of those books you will want to keep around for reference.
12 of 13 people found the following review helpful
Format:Hardcover
This book's title was simply disappointing. It does not go into any depth on cognitive science, simply a brief overview of what the author calls "old brain" and "new brain" along with a mishmash of strategies for reaching customers more effectively. The problem is that none of these strategies are novel or revolutionary. The content of this book can be found far better described in books like Made to Stick: Why Some Ideas Survive and Others Die, The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization, and other sales books. This is a watered down version of a lot of much better books.
Most Recent Customer Reviews
GWS
An interesting topic to those engaged in sales of any kind. While the language is, for me, over-simplified, the fundamental concept seems sound and accurate. Read more
Published 2 months ago by Gary Seabrook
Name is misleading
Everyone who knows, works, reads about neuromarketing can tell that this book doesn't cover neuromarketing... it can be great on how to sell or how make great presentations etc.. Read more
Published 4 months ago by E. MISIRLI
A Great Resource For Marketers
Ever wonder how the human brain works when making purchasing decisions? This is a great resource for marketers that want to learn more about why people buy things and how their... Read more
Published 17 months ago by Jeffrey B. Taylor
A better way to analyze and influence customers
Simply awesome! Every Product Marketing professional must read this book. This book really breaks it down to the basics. So refreshing! Read more
Published on November 3, 2009 by Avinash Jhangiani
Fascinating look at how the primitive brain influences us
I found the information in this book valuable for two reasons: 1) it added to my general knowledge of how the brain works and 2) it gave me excellent ideas for how to write... Read more
Published on June 25, 2009 by Phyllis Zimbler Miller
Increased my sales by 50% with few tools implemented.
This book is fantastic.
I have a team of business builders I teach and I find myself referencing this material often! Read more
I have a team of business builders I teach and I find myself referencing this material often! Read more
Published on March 6, 2009 by Jay F. Grissom
Neuromarketing
The most incredible new view for marketing that is working very very well when implemented as instructed by the book.
Published on January 12, 2009 by Michael Boland
neuromarketing hyper junk
If we take the term "neuromarketing" to mean "the application of neuroscientific methods to analyse and understand human behaviour in relation to markets and marketing exchanges"... Read more
Published on January 11, 2009 by V. Holmes
New take on proven selling concepts
This book covers a lot of ground, but is essentially a sales manual that will teach you how to be persuasive - in presentations, marketing materials, meetings, on the phone, and... Read more
Published on June 10, 2008 by Brad Shorr
Neuromarketing
These guys have a very clever and refreshing approach in showing you how your customers' brain work. Read more
Published on March 25, 2008 by Benson Lee
Inside This Book
(learn more)
Key Phrases - Statistically Improbable Phrases (SIPs):
(learn more)
positive public feedback, old brain, six stimuli, kinesthetic channel, eye communication, customer story, handling objections, credibility factor Key Phrases - Capitalized Phrases (CAPs): (learn more)
Impact Booster, Message Building Block, Demonstrate the Gain, San Francisco, Learning Styles, Agnes Perrot, Fear Itself, Four Steps, University of Bombay, Rush Dozier, Value Claim, Law of Consistency, Human Resistance Curve, Silicon Graphics, The Only Six Stimuli, Martin Luther King, Message Building Blocks, Impact Boosters, Diagnose the Pain Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Surprise Me!
positive public feedback, old brain, six stimuli, kinesthetic channel, eye communication, customer story, handling objections, credibility factor Key Phrases - Capitalized Phrases (CAPs): (learn more)
Impact Booster, Message Building Block, Demonstrate the Gain, San Francisco, Learning Styles, Agnes Perrot, Fear Itself, Four Steps, University of Bombay, Rush Dozier, Value Claim, Law of Consistency, Human Resistance Curve, Silicon Graphics, The Only Six Stimuli, Martin Luther King, Message Building Blocks, Impact Boosters, Diagnose the Pain Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Surprise Me!
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