Decoded

In this groundbreaking book Phil Barden reveals what decision
science explains about people's purchase behaviour, and
specifically demonstrates its value to marketing.

He shares the latest research on the motivations behind
consumers' choices and what happens in the human brain as
buyers make their decisions. He deciphers the 'secret
codes' of products, services and brands to explain why people
buy them. And finally he shows how to apply this knowledge in day
to day marketing to great effect by dramatically improving key
factors such as relevance, differentiation and credibility.

* Shows how the latest insights from the fields of Behavioural
Economics, psychology and neuro-economics explain why we buy what
we buy

* Offers a pragmatic framework and guidelines for day-to-day
marketing practice on how to employ this knowledge for more
effective brand management - from strategy to implementation and
NPD.

* The first book to apply Daniel Kahneman's Nobel
Prize-winning work to marketing and advertising

* Packed with case studies, this is a must-read for marketers,
advertising professionals, web designers, R&D managers,
industrial designers, graphic designers in fact anyone whose role
or interest focuses on the 'why' behind consumer
behaviour.

* Foreword by Rory Sutherland, Executive Creative Director and
Vice-Chairman, OgilvyOne London and Vice-Chairman, Ogilvy Group
UK

* Full colour throughout