- EAN13
- 9782326051683
- Éditeur
- Pearson Education
- Date de publication
- 10/09/2015
- Langue
- français
- Fiches UNIMARC
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Aide EAN13 : 9782326051676
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Aide EAN13 : 9782326051683
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Fichier EPUB, avec DRM Adobe
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- Copier/Coller
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6 appareils
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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.
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.
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