A good introduction to a new way of thinking,
Verified Purchase(What is this?)
This review is from: Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain (Kindle Edition)
I originally read this book when it first came out and I thought it was a fascinating link between the two main types of marketing - brand marketing which you see from big companies and direct response marketing that allows you to track what marketing works and what doesn't.
I've just re-read it along with a couple of other books on Neuromarketing and I still believe that this is a good place to start. This can become an extremely technical subject but I consider this book to be an easy read.
While it talks about advertising and includes a few fascinating examples, I found that it too often moved into neuro-selling through presentations. That's not a problem if you're thinking about joined up business growth but it may be if you want to focus your reading more on lead generation than lead conversion.
I'd also criticise the book for its lack of references to the underlying research. I'm particularly geeky about marketing and I have access to an academic library so, if something seems particularly interesting or relevant, I like to go back to the original publication to look for additional insights.
When I first read the book, I rated it at 4.5 stars and while I've gone back to it a few times over the years that could justify a move up to 5 stars, this is a fast moving field of research and it's getting a bit old. The contents is still relevant but new findings and applications mean that the authors should either update this book or publish a follow-up.