Decoded: The Science Behind Why We Buy (2nd Edition)

Phil P. Barden

nov 2022 · Gildan Media · Loeb: Graham Mack

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If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviors. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioral knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviors for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices.

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Phil Barden is the managing director of DECODE Marketing Ltd, where he combines his more than twenty-five years of brand management with leading-edge cognitive and social psychology, neuroscience, and behavioral economics to help businesses increase their marketing effectiveness and maximize brand growth.

Graham Mack is a multi-award-winning British voice actor, producer, and broadcaster. He's worked in radio and TV all over the UK and Australia and is the voice of commercials and corporate videos. He has narrated over a hundred audiobooks.