Read Mózg na zakupach. Neuromarketing w sprzedaży by A.K. Pradeep Free Online
Book Title: Mózg na zakupach. Neuromarketing w sprzedaży|
The author of the book: A.K. Pradeep
Date of issue: August 26th 2011
ISBN 13: 9788324632978
City - Country: No data
Loaded: 1887 times
Reader ratings: 7.2
Format files: PDF
The size of the: 22.19 MB
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I'm really not sure how to parse this book.
If Pradeep is right, then he's working in an interesting field at the intersection of traditional marketing and neuroscience, aptly named "neuromarketing". The idea is that by measuring brain activity during decision-making, say deciding to buy a car or a new product on the shelf, we can establish with some certainty what advertising and marketing methods are most effective.
The problem I had with this book is the same problem I share with the larger sweep of modern neuroscience: it becomes incredibly sure-footed on scientific quicksand. I have no problem with current trends in brain imaging and lesion studies, as these are useful for what they are. I just cannot accept that EEG and fMRI are revealing useful insights about human thought and action; at best these are correlates of cognitive function (which is why they're called "neurological correlates" instead of "neurological causes").
We don't have anything like the depth of knowledge to establish X means Y type of causation when it comes to internal states of the brain, and to think that modern-day tools can do so is to grossly misrepresent the situation. This isn't helped by the fact that the book draws on the intellectual property of a commercial venture, as it is peppered with methodologies and measures that go by cutesy names, often prefixed by "Neuro". As a result, most of the research providing the conclusions are hidden away behind the veils of intellectual property and client confidentiality.
The premise is compelling and I have no doubt that neuroscience inquiry has promise as an adjunct to sales and marketing efforts (for better or worse -- probably worse). I just cannot agree with many of its conclusions.
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Read information about the authorDr. Pradeep founded NeuroFocus in 2005. Now the company ranks as the world leader in the fast-growing neuromarketing research field, with numerous patents for its advanced technologies and a blue-chip client list representing Fortune 100 companies in dozens of categories.
The Advertising Research Foundation honored him with the 2009 Great Minds Award Grand Prize, which recognizes an individual who brings excellence to advertising research in the category of research innovation. He was also named 2010 Person of the Year by the USA India Business Summit for his impressive innovations and achievements in the field of neuromarketing.
His new book The Buying Brain: Secrets to Selling to the Subconscious Mind was published in 2010.
Dr. Pradeep holds a Ph.D. in engineering from the University of California at Berkeley."
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