Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain [Hardcover]

Patrick Renvoise (Author), Christophe Morin (Author)

Book Description

Publication Date: October 2, 2007

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.

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.

Product Details

• Hardcover: 256 pages
• Publisher: Thomas Nelson; Rev. and Updated edition (October 2, 2007)
• Language: English
• ISBN-10: 078522680X
• ISBN-13: 978-0785226802
• Product Dimensions: 9.3 x 6.4 x 0.9 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (20 customer reviews)
• Amazon Best Sellers Rank: #204,604 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

25 of 27 people found the following review helpful:

3.0 out of 5 stars Average. Has merit, but I expected more, August 14, 2010

By 

Loren Woirhaye "Direct Response copywriting ... (Easthampton, Massachusetts - Los Angeles, California) - See all my reviews
(VINE VOICE)   

Amazon Verified Purchase

This review is from: Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain (Hardcover)

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.

9 of 9 people found the following review helpful:

5.0 out of 5 stars If you are in marketing or advertising read this book!, April 21, 2009

By 

J. Whiteside (NJ United States) - See all my reviews
(REAL NAME)   

This review is from: Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain (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.

10 of 11 people found the following review helpful:

2.0 out of 5 stars Disappointing, August 18, 2008

By 

Jamie Quint (Portland, OR United States) - See all my reviews

This review is from: Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain (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.