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Comment doubler les ventes d'une marque de soupe sans modifier ni son prix, ni son packaging, ni son emplacement en magasin ? Comment réduire la consommation d'énergie de la population ou améliorer l'efficacité d'une campagne de santé publique sans dépenser un budget colossal ? Rien de plus simple : il suffit d'activer le bon levier, qui incitera les personnes visées à agir dans le sens attendu. Autrement dit, donner le petit coup de pouce - nudge en anglais - qui provoquera des changements de comportement majeurs ! Que vous soyez chef d'entreprise, marketeur, publicitaire, décideur politique ou responsable d'organisation, une chose est sûre : vous pouvez transformer les habitudes du public à partir d'interventions apparemment mineures. Et pour cela, une seule règle : comprendre les ressorts de la prise de décision chez les individus et élaborer une stratégie adaptée. Avec Nudge Marketing , Éric Singler propose une méthode complète et efficace, véritable « guide d'action de l'incitateur », qui s'appuie sur les enseignements de la behavioral economics et plus de cinq années d'application dans le monde de l'entreprise et celui de l'administration, pour concevoir des nudges performants. À partir d'études de cas réelles permettant d'identifier les facteurs clés du succès, Nudge Marketing explique comment provoquer des changements de comportement majeurs afin d'améliorer le retour sur investissement de toute stratégie marketing.


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