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Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain Hardcover – September 30, 2007

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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.

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Product Details

  • Hardcover: 256 pages
  • Publisher: Thomas Nelson; Rev. and Updated edition (September 30, 2007)
  • Language: English
  • ISBN-10: 078522680X
  • ISBN-13: 978-0785226802
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (46 customer reviews)
  • Amazon Best Sellers Rank: #161,777 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

62 of 64 people found the following review helpful By Loren Woirhaye VINE VOICE on August 14, 2010
Format: Hardcover 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"

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.
Read more ›
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24 of 26 people found the following review helpful By Jamie Quint on August 18, 2008
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.
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28 of 33 people found the following review helpful By V. Holmes on January 11, 2009
Format: Hardcover
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" (Lee et al 2006); then this has to be the most disappointing of books.

With hardly any scientific data or comparative theory to substantiate its claims; this book is little more than a capitalization by the authors on the newness of the term "neuromarketing". In other words - a new container to a package already well established marketing insights. Moreover, after claiming insight into the error of Descartes ways by referring to the work of Damasio; these authors continue to lay out what can best be described as the epitome of Cartesian reductionism. A philosophical perspective that social neuroscientists, depth psychologists and others, are at pains to move away from.

In contrast to what these authors would have you believe, the brain is a complex system that is part of a complex system (including mind-brain-body in relationship with others and environmental conditions). Furthermore, it is sometimes held that the decision making / control centre of the brain is actually the prefrontal cortex, which was the latest (not the oldest) part of the brain to develop. It is this part of the brain that has contact with virtually every other part of the brain - including the sensory regions and the old brain. See Wilkinson's (2006) chapter on "Brain Basics".

In my opinion this book is more a regurgitation of game theory than what it has to do with understanding anything at all about human behaviour in relation to neuroscientific research. Dreadful!
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13 of 14 people found the following review helpful By J. Whiteside on April 21, 2009
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.
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8 of 9 people found the following review helpful By Brad Shorr on June 10, 2008
Format: Hardcover
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 online. What's especially interesting is how the authors explain why their techniques work, in terms of their appeal to our "old brains". Their research shows that decisions are made in the most primitive part of our brains. Therefore, to sell effectively, we need to -

1. Appeal to emotion
2. Present information in a variety of media
3. Be brief
4. Tell stories
5. Talk from the buyer's point of view

These ideas, along with many others, are tried and true. If all the authors did was regurgitate them, this book wouldn't be much different from lots of others out there. But they provide a number of real life examples of how neuromarketing techniques were used to obtain incredible results. Their various case studies of imaginative presentations incorporating the storytelling method were extremely enlightening.

The book covers big picture communication principles and tips on details as small as leaving a voice mail message. It should stimulate your old brain, your new brain, and everything in between!
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