Using Behavioral Science in Marketing
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A01=Nancy Harhut
AB testing psychology
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anchoring effect marketing
applied behavioral science
apply behavioral science in marketing
attention and memory marketing
Author_Nancy Harhut
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B2B marketing psychology
B2C marketing psychology
Behavioral economics
behavioral economics marketing
behavioral insights for business
behavioral marketing strategy
behavioral science marketing
behavioural science marketing
biases in consumer behavior
brand communication strategy
Buyer behavior
buyer decision making psychology
Category1=Non-Fiction
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change customer behavior marketing
choice architecture marketing
CMO marketing strategy
cognitive biases marketing
Consumer insights
Consumer psychology
consumer psychology marketing
conversion optimization psychology
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customer behavior insights
customer decision journey
Customer engagement
customer engagement strategy
customer experience psychology
data driven marketing psychology
Decision-making
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digital marketing psychology
distinctiveness effect marketing
drive customer action
emotional drivers in marketing
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ethical persuasion marketing
framing effect marketing
global marketing strategy
habits and behavior change
how customers make decisions
how to influence customer behavior
improve marketing effectiveness
increase conversions marketing
influence marketing strategy
Kogan Page
Language_English
loss aversion marketing
marketing behavior change techniques
marketing campaigns that convert
marketing experimentation and testing
Nancy Harhut
nudge marketing
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practical marketing playbook
Price_€50 to €100
priming in marketing
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real world marketing case studies
Response rates
scarcity marketing tactics
science of persuasion marketing
senior marketing leadership
social proof marketing
softlaunch
Using Behavioral Science in Marketing
UX behavior design
why customers buy
Product details
- ISBN 9781398606685
- Weight: 685g
- Dimensions: 164 x 240mm
- Publication Date: 03 Aug 2022
- Publisher: Kogan Page Ltd
- Publication City/Country: GB
- Product Form: Hardback
- Language: English
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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: National Indie Excellence Awards 2023 - Marketing & Public Relations
WINNER: Readers' Favorite Book Awards 2023 - Gold Medal in Non-Fiction - Marketing
WINNER: NYC Big Book Award 2023 - Marketing & Public Relations
WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner - Non-Fiction Business & Enterprise
FINALIST: Next Generation Indie Book Awards 2023 - Business
FINALIST: American Book Fest Best Book Award 2023 - Marketing & Advertising
SHORTLISTED: Business Book Awards 2023 - Smart Thinking
Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.
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.
Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behavior techniques in marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.
