Decoded 2e - The Science Behind Why We Buy

Decoded: The Science Behind Why We Buy is a groundbreaking exploration of purchasing behavior and its essential role in smarter marketing practices. It offers a practical framework and guidelines for applying science to marketing, including advice on brand management, consumer motivations, and digital touchpoints. Understanding decision science will enhance marketing practitioners' day-to-day work and help them develop strategies, implement marketing plans, and meet customer needs through innovation.

Format: Paperback / softback
Length: 336 pages
Publication date: 29 September 2022
Publisher: John Wiley & Sons Inc

Understanding consumer behavior is crucial for effective marketing strategies. Decoded: The Science Behind Why We Buy offers a comprehensive exploration into the science of purchasing, providing valuable insights for marketing professionals.

The book explains how decision science has become essential in marketing, helping to understand purchasing behaviors. It offers a practical framework for applying science to marketing practices, covering topics such as brand management, consumer motivations, and digital touchpoints.

The updated edition of the book includes new material on the Jobs to Be Done (JTBD) approach, a framework that helps marketers understand the underlying needs and motivations of consumers. It also includes a closer look at a neuroscience study supporting JTBD and updated case studies demonstrating its effectiveness.

For marketing practitioners, understanding decision science enhances their day-to-day work and enables them to make informed decisions that drive business growth. Decoded provides a clear and accessible introduction to the science of why people buy, making it an essential resource for anyone looking to improve their marketing skills.

Weight: 538g
Dimension: 152 x 229 x 27 (mm)
ISBN-13: 9781119673088