Psychological marketing

Design your brand's buyer persona

Pepe Martínez Rodríguez

Publication: May 2024
Edition: 1st
Pages: 136
Book size: 21.5 x 15 cm.
Format: printed book.
MODEL: 9788411920452
ISBN ebook: 9788411920506
Price in printed format: 16€.
Ebook price: 9.99€.

Synopsis and Contents

Psychological Marketing shows the knowledge needed to create an effective buyer persona and how it has been applied to real cases.

The most successful and valuable brands in the world are completely focused on their buyer persona and organize all their marketing, communication and innovation activities around this concept.

They are able to personalize products, services, apps and the different elements of the marketing mix, because they have a deep understanding of consumer psychology. They have managed to establish a strong emotional connection with stakeholders.

Pepe Martínez teaches you how to build a buyer persona by analyzing the motivations, emotions, attitudes and personality of your target group.

Do you have an effective buyer persona capable of inspiring the growth of your brand? Psychological marketing will help you understand the type of relationship you have with the consumer and will be the basis of an optimization and growth strategy.

Table of contents:

Foreword - Acknowledgements - Acknowledgements - PART I. The roots of today's consumer- What is the essence of human behavior - How can we know the consumer - PART II. The psychological "building" of the consumer- Motivations and barriers - Emotions - Attitudes - Personality - PART III. The consumer and brands- How we make purchasing decisions - What happens to us at the time of payment - Which are the most valuable brands in the world - Bibliography

Buy print edition Buy ebook version

Go to the site

Request a sample

About the author

Pepe Martínez Rodríguez

He holds a degree in Psychology from UCM, studied psychoanalysis at CEAP and is an expert in neuromarketing (member of the Neuromarketing Science and Business Association, NMSBA).

He has spent his entire professional career (40 years) in the field of market research, today business intelligence (Metra Seis, Synapse Marketing Research, Ideas para..., Ergo Advanced Research, Millward Brown and Kantar).

In the last 20 years, within Millward Brown and Kantar, he has held different management positions. He is currently a consultant and lecturer at undergraduate and postgraduate level at different universities and business schools.

Pepe is an expert in the following disciplines: Business intelligence, Neuroscience and neuromarketing and Consumer behavior.

He has won four times the award for the best paper in the seminars organized by AEDEMO (today, Insights + Analytics Spain): El análisis y la interpretación es un proceso ( Sitges, 1997), Channel connection: el mundo interno de la audiencia (Córdoba, 2006), La tercera juventud ( Madrid, 2008), Neurociencia: viaje alucinante al fondo de la mente ( Barcelona, 2010).

He is the author of the following books: Cualitativa-mente. Los secretos de la investigación cualitativa (ESIC Editorial, 2008). An English version is also available: Qualitology. Unlocking the secrets of qualitative research (ESIC Editorial, 2008), The consumer mind. Brand perception and the implications for marketers (Kogan Page, 2012), Los personajes de tu mente ( Plataforma Editorial, 2013) and Neuroinsights. La neurociencia, el consumidor y las marcas ( ESIC Editorial, 2021).

He has given training sessions and lectures at multiple universities and forums, both nationally and internationally.

/in/pepe-martinez-7a0896146

@Pepemar16

neuro.brain@outlook.es