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Nudge marketing English Version Winning at Behavioral Change

éditeur : Pearson
catégories : Économie et affaires > Économie, Économie et affaires > Marketing et communication
date de publication :
délai de livraison : Immédiat (à partir de la date de publication)

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Résumé

How can you double the sales of an everyday product without changing either its packaging or placement in store? How can you increase the effectiveness of a public health campaign or get the general population to reduce their energy consumption without spending a dime? Nothing could be simpler. All it takes is that you activate the right lever. In other words, that you give your target group a little 'nudge', which causes major changes in their behavior!

Whether you are an entrepreneur, a marketer, an advertising executive, a political decision maker, or the head of an organization, one thing is for certain: you can change your target group’s habits via seemingly minor interventions. To do this, you only need understanding the origins of the decision-making process and come up with a suitable strategy.

Drawing on studies on behavioral economics which he applies successfully to both private enterprise and public administration, Éric Singler puts forward a complete, effective methodology – a genuine ‘action plan’ for coming up with high-yield nudges.

Using case studies to identify the key factors for success, Nudge Marketing explains how to produce significant changes in behavior as a means to improve the return on investment for any marketing strategy.

How can you double the sales of an everyday product without changing either its packaging or placement in store? How can you increase the effectiveness of a public health campaign or get the general population to reduce their energy consumption without spending a dime? Nothing could be simpler. All it takes is that you activate the right lever. In other words, that you give your target group a little ‘nudge’, which causes major changes in their behavior!

Whether you are an entrepreneur, a marketer, an advertising executive, a political decision maker, or the head of an organization, one thing is for certain: you can change your target group’s habits via seemingly minor interventions. To do this, you only need understanding the origins of the decision-making process and come up with a suitable strategy.

Drawing on studies on behavioral economics which he applies successfully to both private enterprise and public administration, Éric Singler puts forward a complete, effective methodology – a genuine ‘action plan’ for coming up with high-yield nudges.

Using case studies to identify the key factors for success, Nudge Marketing explains how to produce significant changes in behavior as a means to improve the return on investment for any marketing strategy.

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Informations

Titre Nudge marketing English Version - Winning at Behavioral Change
Auteur
Editeur Pearson
Langue FR
Date de publication 10/09/2015
Nombre de pages 366

Droits numériques

Ean EPUB 9782326051683
Type de protection Adobe DRM
Ean PDF 9782326051676
Type de protection Adobe DRM
Ean papier 9782744066023
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