How to use behavioural marketing
Laurie Young
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EXECUTIVE SUMMARY
Behavioural marketing is the systematic attempt to understand people using ideas, concepts and models of human motivation and action drawn from disparate fields including psychology, consumer studies and economics.
Often peer-reviewed and generically applicable, behavioural insights can, if used properly, save marketers time and money in getting to fundamental truths about how customers behave, think or dream. In specific marketing contexts, behavioural approaches can increase understanding of consumer's...