Overview

Develop a marketing strategy that applies neuroscience principles to improve engagement, optimize campaigns and elevate your professional impact. Neuromarketing is a practical guide for mid-career marketers who want to strengthen credibility and develop campaigns grounded in how people actually think, feel and decide. As competition intensifies and consumer behaviour becomes harder to predict, this book shows how to implement evidence-based techniques that enhance recall, deepen emotional resonance and improve results across channels. Written by expert trainer Katie Hart, the book translates academic neuroscience into clear, actionable tools that marketers can apply immediately. Drawing on research and examples from brands including Aldi and Galaxy, it demonstrates how sensory cues, cognitive triggers and behavioural insights can be used to optimize strategy and improve performance. You'll learn how to: - Apply neuroscience principles to improve attention, memory and decision-making outcomes - Implement sensory and emotional cues that strengthen brand recall and campaign resonance - Analyze, test and refine creative ideas using behavioural insight - Optimize messaging and targeting by understanding the unconscious drivers of consumer choice - Use real-world examples to build your credibility and apply techniques across industries With detailed chapters, practical models and insights backed by real brand research, Neuromarketing equips marketers to develop more effective strategies, deliver stronger results and stand out in a crowded marketplace. Themes include: neuromarketing strategy, behavioural insight, sensory marketing, consumer decision making, creative optimization, campaign effectiveness

Full Product Details

Author:   Katie Hart
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
ISBN:  

9781398622784

ISBN 10:   1398622788
Pages:   264
Publication Date:   03 March 2026
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Section - ONE: Insights into the Customer Brain Chapter - 01: Welcome to Neuromarketing: The Benefits and Opportunities Chapter - 02: Tools of the Trade: Exploring the Pros and Cons of Different Neuromarketing Methods Chapter - 03: Attention All Marketers: How Different Senses and Approaches Can Capture Your Consumer’s Attention Chapter - 04: It’s Going to Get Emotional: The Role of Emotions within Consumers’ Brains and What it Means for Marketers Chapter - 05: Reasons to Remember: Ways to Improve your Chances of Being Recalled Chapter - 06: Defying the Decision-Making Odds: What Informs the Decisions We Make Section - TWO: Putting Theory into Practice Chapter - 07: Knowing Me, Knowing You: The Importance of Really Knowing Your Audience Chapter - 08: Picture This: The Priority Allocated to Visual Information in the Brain Chapter - 09: Colourful Choices: The Effect Colours Have on Your Consumers Chapter - 10: It’s Only Words: How Human Brains Have Evolved for Language and What This Means for Your Communications Chapter - 11: Sounds Good to Me: How Brains Process Sounds and How to Capitalise Upon This Chapter - 12: Touch and Go: The Need to Still Consider and Incorporate Touch in a Digital Age Chapter - 13: Smell and Taste: The Two Senses You May Not Have Considered Chapter - 14: Pick’n’Mix: How Our Senses Work Together and How to Hack Them to Improve Customer Experiences Chapter - 15: Putting It All Together: Ways to Get Yourself Started and Continue Exploring Neuromarketing

Reviews

""Katie Hart delivers a clear, practical guide that turns insight into how people think and decide into everyday marketing advantage."" * Roger Dooley, Author of 'Brainfluence' and 'Friction' * ""This is a powerful, poignant and practical guide to the role of human brains in modern marketing. With increasing digital options and benefits available to our profession, it is vital that lessons from neuroscience are also applied to truly understand, enable and support the end decision-maker."" * James Sutton, Strategy and Commercial Director, Chartered Institute of Marketing * ""You know that phrase 'it's not brain surgery' used to describe things that are hard to understand? Well, somehow, Katie Hart makes the brain seem understandable and the practical takeaways feel accessible. A lovely, informative read."" * Joe Glover, Co-Founder, The Marketing Meetup * ""A great introduction into the world of neuromarketing, outlining the benefits, tools, methods and practical applications. From building understanding of our consumers and their decision making at an emotional level to empowering us to use this insight to truly build brands and experiences that connect memory structures."" * Abigail Dixon, Founder, Lead consultant, Author and podcast host of ‘The Whole Marketer’ * ""Katie Hart is a practising neuromarketer, who speaks regularly on the subject. This is a clear, concise and, above all, readable guide to this fascinating subject."" * Kiran Kapur, CEO, Cambridge Marketing College *

Author Information

Katie Hart is an international speaker, trainer and researcher who has been working in the field of neuromarketing for 15 years. Based in Cambridge, UK, she runs her own neuromarketing insights, training and consultancy business, Katie Hart Ltd., delivering impactful training and research to companies including Unilever, Lloyds Banking and Honda. She is the Customer Insights tutor for the Cambridge Marketing College and delivers webinars, podcasts and training on behalf of the Chartered Institute of Marketing (CIM) including the 'Neuromarketing Masterclass' which she developed on their behalf.

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