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ISBN13: 9786075694436
Publisher: Planeta Publishing
Published: Aug 22 2023
Pages: 256
Weight: 0.31
Height: 0.70 Width: 4.90 Depth: 7.60
Language: Spanish
La conferencia Estamos ciegos dio fama a Jürgen Klaric en 50 paÃses. El objetivo de este libro es abrir los ojos a cómo funciona la mente y entender por qué el marketing y la publicidad fallan con tanta frecuencia. Este libro permite aprender cómo funciona la mente humana y su curioso comportamiento de decisión; el principio de los tres cerebros: córtex (racional), lÃmbico (emocional), reptiliano (instintivo); identificar cuáles son los errores más serios de las grandes marcas por estar ciegas, asà como conocer ejemplos prácticos de ceguera, y muestra qué hacer para abrir los ojos y cómo cambiar la visión y cultura de la empresa.
Además, brinda los 10 principios de Jürgen Klaric para entender la mente subconsciente, que pemiten potencializar las ventas y el marketing:
1. Di no sé nada! 2. Entiende la problemática y plantea un objetivo claro. 3. Investiga bajo modelo cientÃfico. 4. Genera hipótesis. 5. Genera preguntas claves. 6. Utiliza la técnica de laddering. 7. Lee entre lÃneas. 8. Discrimina la información bajo principios neurobiológicos para asà descubrir las improntas. 9. Depura y jerarquiza los insights. 10. Sintetiza, codifica e implementa.
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