Nedsat pris! I'm Afraid Debbie From Marketing Has Left for the Day: How to Use Behavioural Design to Create Change in the Real World
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I'm Afraid Debbie From Marketing Has Left for the Day: How to Use Behavioural Design to Create Change in the Real World (Bog, Hæftet, Dansk)

Af: Morten Münster

Forlag: Gyldendal Business
Format: Hæftet
Type: Bog
Sprog: Dansk
ISBN-13: 9788702275834
Udgave: 1. (12-06-2019)
Oplag: 3. (29-07-2019)
Indbinding: Hæftet
Sideantal: 303
Originaltitel: Jytte fra Marketing er desværre gået for i dag
Omslagsgrafiker: Helle Harder
Oversætter: Helen Dyrbye
Originalsprog: Dansk
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With more than 50,000 copies sold in Denmark, this book has been on the bestseller list since its publication in 2017. Barack Obama used a secret competitive advantage to win two elections. Companies such as Google, Amazon and Novo Nordisk use the same insight to stir up innovation, increase compliance, improve the work environment and sell more products. And successful management groups in the C20 index have started using it as their preferred strategy. But what kind of insight are we talking about here?

The answer is – behavioural design. Because people in the real world don’t actually behave like the people we build all our usual strategies for. We are opposing human biology and psychology when we insist that good arguments, burning platforms, classic change management, pamphlets, campaigns, and joint meetings are the way to go.

Obama, Google and all the rest have instead opted to use an evidence-based approach to change behaviour, and when you’ve read I’m Afraid Debbie From Marketing Has Left for the Day, you can adopt this approach as well. In his book, Morten Münster has converted 40 years of research in human behaviour into an easily accessible method composed of four steps – a helping hand to all managers and employees who are thirsting for alternatives to conventional means.

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I'm Afraid Debbie From Marketing Has Left for the Day: How to Use Behavioural Design to Create Change in the Real World

I'm Afraid Debbie From Marketing Has Left for the Day: How to Use Behavioural Design to Create Change in the Real World