Jan 18, 2009 0
Buyology: Sound Science or Wishful Thinking?
Our article in the Jan ‘09 edition of ESOMAR’s Research World. Grab your copy here.
Martin Lindstrom’s new book and company, Buyology, hope to kick start the next wave of neuromarketing. Will they deliver?
We talk to Martin Lindstrom from his New York City hotel.
Just hours after Barack Obama is elected US President, Lindstrom is getting ready to leave the US for his European book tour, the US tour having generated over 700 articles, including many in the mainstream press and an appearance on the couch of TV’s The Today Show.
It’s his bid to popularise the business book: “I realised that no one reads business books any more…what people, including business people, really read is novels…that’s the style I’ve tried adopting in Buyology.”
And the book is indeed a pleasant, easy read. But that’s one of the criticisms levelled at it by the Bob Barocci, CEO of the Advertising Research Foundation, who apparently dismissed the book in an Advertising Age article by saying that the ARF did not review “pop” books.
Notwithstanding that, the book has received widespread praise and is a bestseller.
So, just what is Buyology all about?
Read the rest of this entry »
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