Nudge marketing English Version
Auteur: Eric Singler
Nombre de pages: 366 pages
ISBN: 2326051688, 9782326051683
Edition: Pearson
Date de publication: Pearson
Description: How can you double the sales of an everyday product without changing either its packaging or placement in store? How can you increase the effectiveness of a public health campaign or get the general population to reduce their energy consumption without spending a dime? Nothing could be simpler. All it takes is that you activate the right lever. In other words, that you give your target group a little 'nudge', which causes major changes in their behavior! Whether you are an entrepreneur, a marketer, an advertising executive, a political decision maker, or the head of an organization, one thing is for certain: you can change your target group’s habits via seemingly minor interventions. To do this, you only need understanding the origins of the decision-making process and come up with a suitable strategy. Drawing on studies on behavioral economics which he applies successfully to both private enterprise and public administration, Éric Singler puts forward a complete, effective methodology – a genuine ‘action plan’ for coming up with high-yield nudges. Using case studies to identify the key factors for success, Nudge Marketing explains how to produce significant changes in behavior as a means to improve the return on investment for any marketing strategy. How can you double the sales of an everyday product without changing either its packaging or placement in store? How can you increase the effectiveness of a public health campaign or get the general population to reduce their energy consumption without spending a dime? Nothing could be simpler. All it takes is that you activate the right lever. In other words, that you give your target group a little ‘nudge’, which causes major changes in their behavior! Whether you are an entrepreneur, a marketer, an advertising executive, a political decision maker, or the head of an organization, one thing is for certain: you can change your target group’s habits via seemingly minor interventions. To do this, you only need understanding the origins of the decision-making process and come up with a suitable strategy. Drawing on studies on behavioral economics which he applies successfully to both private enterprise and public administration, Éric Singler puts forward a complete, effective methodology – a genuine ‘action plan’ for coming up with high-yield nudges. Using case studies to identify the key factors for success, Nudge Marketing explains how to produce significant changes in behavior as a means to improve the return on investment for any marketing strategy.