Téléchargez le livre : Nudge marketing English Version

Nudge marketing English Version

Winning at Behavioral Change

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Pearson


Paru le : 2015-09-04



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Description

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.
Pages
366 pages
Collection
n.c
Parution
2015-09-04
Marque
Pearson
EAN papier
9782744066023
EAN PDF
9782326051676
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
0
Taille du fichier
3445 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
21,99 €
EAN EPUB
9782326051683
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
0
Taille du fichier
7048 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
21,99 €

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