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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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Top Customer Reviews
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
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.
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.
The more "advanced" you get in a discipline, the less effective you tend to become. Thinking about marketing in an 80/20 sense, the 20% you NEED to know in marketing to give you 80% of your expertise is in this book.
You can build on it by studying copywriting, persuasion, and so on - but I found this to be a good summary of different areas. The greatest benefit I found from this book is the concept of positioning benefits in one of three ways: Financial, Strategic, and Personal. It's helped simplify and improve my brainstorming of benefits.
And I don't find academic neuromarketing and consumer neuroscience to be very helpful for marketers. All you should worry about is the fact that there is three brains in each human, and each has a certain set of concerns and functions. It doesn't matter if you can name the different areas. Who cares if you know where in your brain the medial prefrontal cortex vs lateral prefrontal cortex is. What does matter is, do you know how to communicate to each of the brains?
I'd definitely recommend it to anyone in marketing. Again, brushing up on fundamentals is great. New marketers will learn a great deal. Don't expect to build expertise in neuroscience, though.
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!