Other Sellers on Amazon
Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet or computer – no Kindle device required. Learn more
Read instantly on your browser with Kindle Cloud Reader.
Using your mobile phone camera, scan the code below and download the Kindle app.
Enter your mobile phone or email address
By pressing ‘Send link’, you agree to Amazon's Conditions of Use.
You consent to receive an automated text message from or on behalf of Amazon about the Kindle App at your mobile number above. Consent is not a condition of any purchase. Message and data rates may apply.
Decoded: The Science Behind Why We Buy Hardcover – 1 February 2013
There is a newer edition of this item:
Enhance your purchase
Frequently bought together
‘…he sets out to build the most comprehensive bridge yet between decision science and the day-to-day business of marketing….‘Decoded’ shows understanding behaviour is not the enemy of creativity but a springboard to it. Creatives more than anyone need to embrace it – not make it planning or research’s responsibility or assume a new video on YouTube renders the hardwiring of our brains irrelevant. Advertising will never be a science but it’s more science than most working in it realise’ (25th January 2013, http://mumbrella.com.au)
- Publisher : Wiley; 1st edition (1 February 2013)
- Language : English
- Hardcover : 288 pages
- ISBN-10 : 1118345606
- ISBN-13 : 978-1118345603
- Dimensions : 15.75 x 2.29 x 23.11 cm
- Best Sellers Rank: 61,613 in Books (See Top 100 in Books)
- Customer Reviews:
Review this product
Top reviews from other countries
It's not filled with luke-warm, debatable 'insights' drawn from an author's biased experience.
Instead it's packed with referenced studies that clearly show the science behind marketing.
If you want to understand why some campaigns work and why others don't, or why your price sucks and your competitor's wins, then Decoded is for you.
Pick up a copy for yourself and grab a spare for anyone else you know in marketing. It's a must read.
In addition to this, need to verify whether studies he quotes have passed or failed replication tests (most are in social sciences where research is facing a replication crisis)
Don’t get me wrong: There are good ideas in there. But you definitely need to approach this book with a critical eye and question many of the claims.
Simply written, the book provides case studies and explanations pertinent to today's marketing context and practice. Definitely worth reading and reasonably priced, I would recommend it to all who have contact with marketing in any form.