Contents -- Acknowledgements -- Introduction -- About the authors -- For what readership is the work intended? -- Part I Neuromarketing or the art of selling to the brain -- 01 Marketing and its limitations in understanding human intelligence -- The concepts of marketing and Neuromarketing -- Marketing limitations and the contribution of neuroscience: the path of Neuromarketing -- 02 Neuroscience as a way to discover the secrets of human intelligence -- Studies and tools inspired by neuroscience -- Basic knowledge to access the secrets of intelligence -- The brain's primary behaviour and its influence on decision making -- 03 Neuromarketing in question -- Neuromarketing and issues raised -- Are there techniques behind these recommendations? -- Is Neuromarketing ethical? -- How can Neuromarketing be beneficial to marketing? -- Neuromarketing applications to the marketing approach -- Part I: Key points -- Part II Selling the marketing and organization strategy to the brains of managers and employees -- 04 Selling the recommendations of the marketing plan to the brain of managers -- Improve the pertinence of the marketing plan for an executive committee: the 'marketing cockpit' -- Sell to the brain of the executive committee -- 05 Increasing the efficiency of marketers' intelligence -- Neuroscience to increase the efficiency of marketing managers and employees -- Using neuroscience to improve the efficiency of collective project meetings -- Supporting change to prevent stress -- Part II: Key Points -- Part III Improving the efficiency of the marketing action: the Neuromarketing method -- 06 Be irresistible -- Satisfy the customer's nose -- Satisfy the customer's ears -- Satisfy the customer's eyes -- Satisfy the customer's skin -- Enter through all doors at once -- 07 Be remarkable -- The only purpose of the brain is to please itself.

Sex sells -- The food that gives pleasure -- 08 Be moving -- Manage the customer's emotions -- Stress to enhance the marketing performance -- Make a film out of your offers to move the customer -- 09 Be unforgettable -- Increase your customer's memory -- Becoming unforgettable is also remembering your customers -- 10 Be beyond suspicion -- Influence the customer by increasing the leadership of the product and salesperson -- Influence the customer by playing on the brain's shortcuts -- 11 Be irreproachable -- Help the customer make the right decision -- Offer customers what really suits them -- 12 Neuromarketing in application -- Neuromarketing in businesses -- Three true stories -- 13 Neuromarketing in application -- The advent of the internet has rendered the transformation of physical outlets inevitable -- Importance of the senses in the brain's decision to purchase -- New organization of sales outlets to appeal more directly to human intelligence -- Multi-sensory experience -- Convergence of the senses and the increased use of Neuromarketing approaches to improve sensory marketing in sales outlets -- Part III : Key Points -- Part IV Perspectives for today... and tomorrow -- 14 Value innovation to surprise the customer's brain -- Disruption for improved communication with the customer's intelligence -- The value innovation approach: the 'blue ocean' strategy -- The 'blue ocean' strategy in application: the example of Thomas Cook -- Appear exceptional to the customer's intelligence: strategies for innovation marketing -- 15 Permission and desire marketing to avoid saturation and rejection by the customer's brain -- Evolution in communication and saturation of the brain receptors -- Permission and desire marketing -- 16 Interactivity to improve communication with the customer's brain -- The internet: a powerful tool driving interactivity.

Adapt the internet to how the customer's intelligence works -- Adapt the internet policy via social networks to the evolving expectations of the consumer's brain -- 17 Brand policy to reassure the customer's brain -- Define a policy to complete the triad of positioning-identity-brand -- Implementation of the brand policy -- 18 Quality to enhance loyalty, and legitimacy to leave the customer's brain with a clear conscience -- Quality and legitimacy: an imperative for Neuromarketing -- Organization of the quality-legitimacy policy -- Sustainable development to leave the customer's brain with a clear conscience -- Part IV: Key Points -- Vision of the future -- References -- Index.