Author: Martin Lindstrom
Publisher: HOEPLI EDITORE
Avete mai ceduto alle pressanti richieste di vostro figlio, che vuole giocattoli costosi o proprio quella marca di cereali per la colazione? Avete comprato un libro solo perché compariva nella classifica dei bestseller? Vi siete mai soffermati ad ammirare il nuovo idolo delle ragazzine? Avete mai dormito abbracciati all'iPhone sotto le coperte? Avete cliccato Mi piace su una pagina di Facebook, sottoscritto una carta fedeltà o infilato in borsa una bottiglietta di disinfettante per le mani? Se la risposta è sì... allora i brand vi hanno lavato il cervello. Il visionario del marketing Martin Lindstrom lo sa bene, perché da più di vent'anni combatte in prima linea nelle guerre del branding. E ora ha deciso di puntare i riflettori sui suoi colleghi per rivelare tutti i trucchi e le trappole psicologiche con cui il marketing e i pubblicitari nascondono la verità, ci manipolano la mente e ci persuadono nel fare acquisti. Attingendo alle sue esperienze in alcune delle aziende più grandi e ricche del mondo, e sulla base di ricerche innovative che ha condotto appositamente per questo libro, Lindstrom svela alcuni segreti del marketing: - nuove scoperte che evidenziano come la pubblicità si rivolga intenzionalmente a bambini sempre più piccoli o come certe aziende alterano le formule dei loro prodotti per far sì che generino dipendenza fisica - i risultati di uno studio, condotto con la risonanza magnetica, che ha svelato a cosa pensiamo davvero quando vediamo un certo messaggio pubblicitario - come il marketing e i commercianti sfruttano il panico, alimentando nell'opinione pubblica la paura di epidemie globali, disastri naturali e contaminazione degli alimenti - le ricerche delle neuroscienze che dimostrano quanto siamo dipendenti dai nostri iPhone e Blackberry (e la scioccante verità che affrancarci dall'assuefazione ai telefoni cellulari può essere più difficile che liberarci dalla droga o dall'alcol) - come le aziende raccolgono di nascosto le tracce che lasciamo nel mondo digitale, per setacciare i dettagli più intimi della nostra vita privata e poi usano quelle informazioni per mostrarci offerte tarate al millimetro sui nostri profili psicologici. Prendendo le mosse dalle conclusioni del classico bestseller I persuasori occulti di Vance Packard, scritto oltre cinquant'anni fa, questa inchiesta incendiaria ci presenta i persuasori occulti del ventunesimo secolo e ci spiega perché sono più insidiosi e diffusi che mai. Lettura irrinunciabile per il consumatore informato di oggi, Le bugie del marketing ci insegna a difenderci dai giganti globali che cospirano per strapparci i nostri sudati guadagni.
Author: Martin Lindstrom
"Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world's leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionize 1,000 stores, spread across twenty countries, for one of Europe's largest fashion retailers. In Dubai, a bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159 percent in only a year. And in China, the look of a car dashboard led to the design of the Roomba vacuum - a great American success story. How? Lindstrom connects the dots in this globetrotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. The Desire Hunter combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands; and along the way, reveals surprising and counter-intuitive truths about what connects us all as humans"--
Author: Martin Lindstrom
Publisher: Casa Educação - (Casa Educação Soluções Educacionais LTDA)
Martin Lindstrom, um dos mais importantes profissionais de marketing do mundo, desvenda todas as estratégias secretas do marketing e da propaganda. Se você já comprou brinquedos de marcas específicas a pedido dos seus filhos, leu um livro só porque ele estava na lista de best-sellers, dormiu com o seu iPhone debaixo do travesseiro, "curtiu" algo no Facebook ou aceitou o cartão fidelidade de uma loja, então você foi brandwashed. Martin Lindstrom sabe disso porque participa da guerra das marcas há mais de vinte anos. E agora ele aponta os holofotes para o seu próprio campo de trabalho e revela todas as estratégias psicológicas usadas para manipular nossas mentes e nos persuadir a comprar.
Author: Jamie Holmes
Publisher: Broadway Books
"An illuminating look at the surprising upside of ambiguity--and how, properly harnessed, it can inspire learning, creativity, even empathy Life today feels more overwhelming and chaotic than ever. We face constant political and economic upheaval, and we're bombarded with information, much of it contradictory. Managing uncertainty--in our jobs, our relationships, and our everyday lives--is fast becoming an essential skill. What should we do when we have no idea what to do? In Nonsense, Jamie Holmes shows how we react to ambiguous situations and how we can do it better. Being confused is unpleasant, so we tend to shutter our minds as we grasp for meaning and stability, especially in stressful circumstances. We're hard-wired to resolve contradictions quickly and extinguish anomalies. But in doing so, we lose a vital opportunity to learn something new, solve a hard problem, or see the world from another perspective. Over the last few years, new insights from social psychology and cognitive science have deepened our understanding of the role of ambiguity in our lives and Holmes brings this research together for the first time, showing how we can use uncertainty to our advantage. Whether we're dealing with an unclear medical diagnosis or launching a risky new product, Nonsense promises to transform the way we conduct business, educate our children, and make decisions. In an increasingly unpredictable, complex world, it turns out that what matters most isn't IQ, willpower, or confidence in what we know. It's how we deal with what we don't understand"--
Author: Martin Lindstrom
Publisher: Kogan Page Publishers
Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." - Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson "Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom." - Stann Rapp, MRM Partners Worldwide and co-founder of Rapp Collins Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
Author: Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl
Publisher: John Wiley & Sons
Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.
Author: Gaetano Melzi
Publisher: Palala Press
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Author: Martin Lindström, Don Peppers, Martha Rogers
Publisher: Kogan Page Limited
A book that won't age: Each copy includes a code for 4-month membership to DualBook.com, which provides constant online updates and email bulletins to readers Sensible and practical plan to transfer your brand to the electronic age Extremely successful when published in cloth in 2001 Packed with new and updated global cases Contributors Peppers and Rogers [inventors of the "1-to-1 marketing concept] are two of the world's top marketing and Internet experts This is the world's first interactive business book, updated weekly on the DualBook.com website. It examines the controversial marriage between offline retailers and online e-tailers, and tries to anticipate the direction that traditional retailing will take over the next few years and how e-tailers will contend with low earnings, weak distribution and limited customer support. It also includes contributuions from two respected online marketing experts, Martha Rogers and Don Peppers. With an intriguing mix of theory, case study, practical advice and weekly updates on the DualBook website, this respected Internet authority gives retailers and dot.com companies clear guidelines for a successful clicks-and-mortar marriage. The exclusive case studies and candid exposes reveal how the world's leading retailers and e-tailers are operating their clicks and mortar strategies. Cases include Toys 'R' Us, Nokia, Amazon.com, Barnes & Noble, 7-Eleven, The Body Shop, CVS.com and others.
Author: Martin Lindstrom
Publisher: Kogan Page Publishers
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. In Brandwashed, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned money. Brandwashed is a shocking insider's look at how today's global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy. Lindstrom reveals eye opening details such as : how advertisers and marketers target children at an alarmingly young age - starting when they are still in the womb, what heterosexual men really think about when they see sexually provocative advertising, how marketers and retailers stoke the flames of public panic and capitalize on paranoia over diseases, extreme weather events, and food contamination scares, the first ever evidence proving how addicted we all are to our iPhones and our Blackberrys, and how certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive, and much, much more.
Author: Austen Ivereigh
Publisher: Our Sunday Visitor
Now revised and updated! Includes new sections on what we can learn from Pope Francis' communication, how to give a talk and be active on Twitter, and lots of new tips and principles to defend the faith without losing your cool.