\u0130nsanlar\u0131n Sat\u0131n Alma S\u0131rlar\u0131 Bu Kitapta… Her birimizin her y\u0131l yapt\u0131\u011f\u0131 say\u0131s\u0131z al\u0131\u015fveri\u015fi harekete ge\u00e7iren ger\u00e7ek etmenler nelerdir? T\u00fcketiciler herhangi bir \u00fcr\u00fcn\u00fc sat\u0131n alma nedenleri kendilerine soruldu\u011funda hakikati mi dile getiriyorlar? Pazarlama gurusu Martin Lindstrom 3 y\u0131l\u0131n\u0131 ve 7 milyon dolar\u0131 harcayarak y\u00fcr\u00fctt\u00fc\u011f\u00fc n\u00f6rolojik ara\u015ft\u0131rmalar sonucunda \u015funu buldu: \u0130\u015f, ger\u00e7ek sat\u0131n alma nedenlerine geldi\u011finde, a\u011f\u0131z genellikle yalan s\u00f6ylerken beyin hakikati dile getiriyor. Bu \u00e7\u0131\u011f\u0131r a\u00e7\u0131c\u0131 ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131 elinizdeki kitapta derlenmi\u015f bulunuyor. T\u00fcketicilerin ve bilimin d\u00fcnyas\u0131nda, milyonlarca dolara mal olan \u00fc\u00e7 y\u0131ll\u0131k bir yolculu\u011fun sonu\u00e7lar\u0131n\u0131 duymaya haz\u0131r m\u0131s\u0131n\u0131z?Peki tercihlerimizin y\u00fczde 85\u2019inin bilin\u00e7alt\u0131 d\u00fczeyinde ger\u00e7ekle\u015fti\u011fini \u00f6\u011frenseniz tepkiniz ne olurdu? T\u00fcketicilerin beyinlerini MRI cihazlar\u0131yla tarayarak, hangi markay\u0131 neden tercih etti\u011fini tespit etmeye y\u00f6nelik n\u00f6ropazarlama \u00e7al\u0131\u015fmalar\u0131, reklamc\u0131lar\u0131n, pazarlamac\u0131lar\u0131n, ekonomistlerin, bilim insanlar\u0131n\u0131n ve t\u00fcketicilerin \u00f6n\u00fcnde yepyeni bir pencere a\u00e7\u0131yor. \u0130ster 20. y\u00fczy\u0131l\u0131n marka b\u00fcy\u00fcs\u00fcne k\u00f6kl\u00fc bir g\u00fcvensizlik besliyor olun, isterseniz psikolojik stratejilerle m\u00fc\u015fterilerinizin beyinlerinin kap\u0131s\u0131n\u0131 aralamaya \u00e7al\u0131\u015f\u0131n, t\u00fcketici ve \u00fcretici davran\u0131\u015flar\u0131 hakk\u0131nda son y\u0131llar\u0131n en b\u00fcy\u00fcleyici i\u00e7g\u00f6r\u00fcler hazinesine kay\u0131ts\u0131z kalamayacaks\u0131n\u0131z. “Elinizden b\u0131rakamayaca\u011f\u0131n\u0131z bir kitap” -Newsweek- “Lindstrom ge\u00e7mi\u015f ara\u015ft\u0131rmalara da dayanarak yeni bilimsel bulgular\u0131n\u0131 a\u00e7\u0131k bir dille ve tutarl\u0131 gerek\u00e7elerle bize sunuyor.” -Fast Company- “Lindstrom reklamc\u0131l\u0131k tarihine ili\u015fkin engin bir bilgiye ve \u00e7ok geni\u015f bir ya\u015fam deneyimine sahip.” -The Washington Post- “Al\u0131\u015f\u0131lm\u0131\u015f reklamc\u0131l\u0131k anlay\u0131\u015f\u0131n\u0131 sarsan bir ara\u015ft\u0131rma.” -Cnbc- “Ak\u0131lc\u0131 insanlar ni\u00e7in ak\u0131ld\u0131\u015f\u0131 davran\u0131yorlar?Heyecanl\u0131 bir polisiye roman gibi yaz\u0131lan Buyology n\u00f6ro-pazarlamac\u0131lar\u0131n karar alma s\u00fcre\u00e7lerimiz hakk\u0131nda bildiklerini g\u00f6zler \u00f6n\u00fcne sererek sat\u0131n alma tercihlerimizi kolayla\u015ft\u0131r\u0131yor.” -Dr. Mehmet \u00d6z- “Buyology. Bu yeni kitap zeki pazarlamac\u0131 ve giri\u015fimcilerin yolunu ayd\u0131nlat\u0131yor.” -Guy Kawasaki- “Beynin, markalar\u0131n ve duygular\u0131n t\u00fcketici tercihlerini nas\u0131l etkiledi\u011fini \u00e7arp\u0131c\u0131 \u00f6yk\u00fclerle g\u00f6zler \u00f6n\u00fcne seren bir eser. Martin Lindstrom pazarlama ile n\u00f6rolojiyi ustaca harmanlayarak karar alma s\u00fcre\u00e7lerimizi bi\u00e7imlendiren \u00e7o\u011fu bilin\u00e7d\u0131\u015f\u0131 kuvvetlerin dinami\u011fini anlamam\u0131za yard\u0131mc\u0131 oluyor. Bu kitab\u0131 okuduktan sonra t\u00fcketici ve \u00fcretici davran\u0131\u015flar\u0131na tamamen yeni bir a\u00e7\u0131dan bakacaks\u0131n\u0131z.” -Philip Kotler-<\/p>\n","protected":false},"excerpt":{"rendered":"
\u0130nsanlar\u0131n Sat\u0131n Alma S\u0131rlar\u0131 Bu Kitapta… Her birimizin her y\u0131l yapt\u0131\u011f\u0131 say\u0131s\u0131z al\u0131\u015fveri\u015fi harekete ge\u00e7iren ger\u00e7ek etmenler nelerdir? T\u00fcketiciler herhangi bir \u00fcr\u00fcn\u00fc sat\u0131n alma nedenleri kendilerine [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[13043,14754],"product_tag":[],"class_list":{"0":"post-700997","1":"product","2":"type-product","3":"status-publish","5":"product_cat-ekonomi","6":"product_cat-halkla-iliskiler-insan-kaynaklari","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-optimist-yayin-dagitim","10":"pa_yazar-martin-lindstrom","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/700997","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=700997"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=700997"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=700997"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=700997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}