MARC details
| 000 -LEADER |
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| fixed length control field |
03085cam a2200421 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
sky247462126 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
SKY |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20190729105419.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
120410s2012 nyu b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2012014890 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780230341791 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0230341799 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781137278920 (paperback) |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Description conventions |
rda |
| Modifying agency |
SKYRV |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
EEMB |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.32 |
| Item number |
.V36 2012 |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.32 |
| Item number |
.V36 2012 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8/342 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Van Praet, Douglas. |
| 245 10 - TITLE STATEMENT |
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| Title |
Unconscious branding : |
| Remainder of title |
how neuroscience can empower (and inspire) marketing / |
| Statement of responsibility, etc. |
Douglas Van Praet. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
First edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
New York, NY : |
| Name of producer, publisher, distributor, manufacturer |
Palgrave Macmillan, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 274 pages ; |
| Dimensions |
25 cm. |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Source |
rdacontent. |
| 337 ## - MEDIA TYPE |
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| Media type term |
unmediated |
| Source |
rdamedia. |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
volume |
| Source |
rdacarrier. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographical references (pages [251]-269) and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
"For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"-- |
| Assigning source |
Provided by publisher. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
The science below our deeper behavior. The myth of marketing ; Humans, not consumers ; The biology of behavior -- The seven steps to behavior change. Step one : interrupt the pattern ; Step two : create comfort ; Step three : lead the imagination ; Step four : Shift the feeling ; Step five : satisfy the critical mind ; Step six : change the associations ; Step seven : take action. |
| 596 ## - |
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| -- |
1 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumer behavior |
| General subdivision |
Psychological aspects. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Psychological aspects. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
BUSINESS & ECONOMICS / Marketing / General. |
| Source of heading or term |
bisacsh. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
BUSINESS & ECONOMICS / Marketing / Research. |
| Source of heading or term |
bisacsh. |
| 948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN) |
|---|
| Series part designator, SPT (RLIN) |
u378838 |
| 903 ## - LOCAL DATA ELEMENT C, LDC (RLIN) |
|---|
| a |
26903 |