«The EGO & The ID» of behavioral marketing

Abstract of the book

The Ultimatum of Pleasure Volume 2

Автор: Арсен Даллан

Genre: Business literature Tags : behavioral marketing and economics , social phycology, decision making , advertising. References: «Decoded: The Science Behind Why We Buy» Phil Barden, «Buyology» Martin Lindstrom «How Customers Think» Gerald Zaltman, «Unconscious Branding» Douglas van Praet, «Brand Fluence.» R. Dooley Card: The book is about how to rebuild the marketing service in a company taking into consideration new knowledge in the field of behavioral economics and neuro sciences. Abstract: In the book “The Ego and the ID” of behavioral marketing” ( The Ultimate of Pleasure. Tome 2) the author tells the reasons of the pleasure from purchase being the main company’s asset and how to restart marketing service in order to increase client’s desire. There are given practical recommendations for changing basic marketing communications and functions, cases from personal experience of managing company’s marketing at one of the most psychological markets – insurance listed.

about the author

Arsen Dallan - an expert in behavioral marketing, a top manager in the financial industry, with more thane 10 years experience , the former vice-president of insurance company MSK. The main achievement is conversion the average company into the leading brand according to the clients feedback. This has been achieved as a result of reorganization of all business processes under the client-oriented model adapting it under their motivation and behavior. Author 2 business books and 2 existentialistic fiction novels ; more than 50 articles in business magazines : Vedomosti, Kommersant and others . Authors of TV programs , workshops and presentations of national marketing conferences . Graduated State Oil University, economist in building of oil sector, PHD. Theme of dissertation is «Self-identification of culture » Video presentation and the best projects portfolio: http://www.arsdallan.ru/cv/

Тизер teaser

Mainstream: The technology and neuro sciences’ development is advanced from year to year. More discoveries, more books about their appending in business. The interest to the topic rises before eyes. Shelves are overfilled with the books. Issue: New books teach the old marketing is dead. Though companies still use the marketing service’s structure created to perform the old factions. Issue solution: Managers don’t need one more neuromarketing book. They need cue and tips how to insert already existing new knowledge into the managing system. Why the book will be relevant: Because the book tells how to rebuild a company in a way it corresponds to the behavioral client’s model. In the new structure specialists will be able actualize all previously acquired knowledge. If all earlier released behavioral marketing bestsellers are bombs, then the book “The I and the It” of behavioral marketing” is a detonator.

contents

Introduction . About behavioral marketing

1. Ultimatum of Pleasure : seduce or die

2.Three main principles of pleasure with a purchase

2.1Immediate reward

2.2 Renewable reward

2.3 Social reward

3.Forming the expectation of Pleasure

3.1 “I like it” is not yet a “I want it”

3.2 Storytelling, as a tool of introducing a want

3.3 Creating desire using marketing communications

3.3.1 Metaphor is mother of desire

3.3.2 Sellers and Pleasure

3.3.3 Pleasure within a call-center

3.3.4 Internet marketing and Pleasure

3.3.5 Flyers and Pleasure

3.3.6 Posters and Pleasure

3.3.7 Billboards and desires

3.3.8 Radio and Pleasure

3.3.9 A few secrets for interior inspiring an expectation for pleasure

3.3.10 Scent, sound and color in service of pleasure

3.3.11 Complaints: pain and pleasure

4. Trade Marketing and expectation of pleasure

5. Rational Thinking in service of pleasure

6.Pleasure against postponed decisions

7. The structure of company which alloy to use behavioral

approach

8. Functions of live marketing department

Conclusion

Readership: CEO, marketers, pr managers. Slogan: run the pleasure Volume : 210 pages Feedback : arsdallan@gmail.com +79853618531

Introduction : https://drive.google.com/open?id=1LeAA-0evw86mupn3vi_RSg4qnHG6BdzWl9eL-bLU_pU

Chapter 1: https://docs.google.com/document/d/1ZR87DZKy5PuFYJha805VK7Z15TKaFRC7sWpH4tlnGIA/edit?usp=sharing

Draft of the manuscript : ttps://drive.google.com/folderview?id=0B4UxlajWpi8RfmlJSWMzSEFwTHk3bVN2NENkUmxwNGp1ZHYzMm1nU2ZQZGJoZHNvMjlPMFE&usp=sharing

run the pleasure