Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
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Description
WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award
WINNER: 2024 Axiom Business Book Awards – Silver Medal in Advertising / Marketing / PR
WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner – Non-Fiction Business & Enterprise
WINNER: National Indie Excellence Awards 2023 – Marketing & Public Relations
SHORTLISTED: Business Book Awards 2023 – Smart Thinking
FINALIST: Next Generation Indie Book Awards 2023 – Business
FINALIST: American Book Fest Best Book Award 2023 – Marketing & Advertising
WINNER: Readers’ Favorite Book Awards 2023 – Gold Medal in Non-Fiction – Marketing
WINNER: NYC Big Book Award 2023 – Marketing & Public Relations
Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it’s also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
288 pages
Kogan Page
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