Nudge marketing English Version - Winning at Behavioral Change

  • Pearson

  • Paru le : 04/09/2015
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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... > Lire la suite
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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.
  • Date de parution : 04/09/2015
  • Editeur : Pearson
  • ISBN : 978-2-326-05168-3
  • EAN : 9782326051683
  • Format : ePub
  • Nb. de pages : 366 pages
  • Caractéristiques du format ePub
    • Pages : 366
    • Taille : 7 048 Ko
    • Protection num. : Contenu protégé
    • Transferts max. : 6 copie(s) autorisée(s)
    • Imprimable : Non Autorisé
    • Copier coller : Non Autorisé

Biographie d'Eric Singler

Éric Singler est directeur général du groupe BVA - l'un des 20 premiers groupes mondiaux d'études marketing - en charge de l'activité grande consommation IN VIVO BVA et de la BVA Nudge Unit. Fondateur du think tank Nudge France, il est l'un des pionniers de l'approche nudge en France. Intervenant auprès des pouvoirs publics et des grandes entreprises internationales, il donne régulièrement des conférences en France et à l'étranger et participe à des formations en marketing dans des écoles et universités prestigieuses, dont HEC, INSEAD, Paris-Dauphine et l'ENA.

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