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2 Works 75 Membros 1 Review

Obras de A. K. Pradeep

Etiquetado

Conhecimento Comum

Sexo
male
Pequena biografia
Dr. Pradeep founded NeuroFocus in 2006. Now the company ranks as the world leader in the fast-growing neuromarketing research field, with numerous patents for its advanced technologies and a blue-chip client list representing the top companies in many Fortune 100 categories. Before founding NeuroFocus, Dr. Pradeep was the founder and Managing Partner of Meridian Consulting, LLC a privately held California company specializing in governance consulting, and customizing and applying GE best practices to multiple industry sectors. He is also the founder of BoardVantage, a company formed in 2000 to provide web based corporate governance platforms for corporate boards of directors. Prior to founding Meridian, Dr. Pradeep was at GE Corporate Research and Development where he worked extensively with the various global businesses of GE. While a scientist at GE, Dr. Pradeep worked on medical technologies, satellite navigation systems, and other classified technologies. 
Dr. Pradeep holds many U.S. and international patents and has been published in numerous scientific journals. He is a speaker and panelist at numerous seminars and lectures on neuromarketing, as well as corporate issues of strategy and marketing, and is the author of “Governance Beyond Sarbanes Oxley – Five Easy Pieces”, a guidebook for board members and senior corporate executives. Dr. Pradeep holds a Ph.D. in engineering from the University of California at Berkeley.

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Membros

Resenhas

I'm really not sure how to parse this book.

If Pradeep is right, then he's working in an interesting field at the intersection of traditional marketing and neuroscience, aptly named "neuromarketing". The idea is that by measuring brain activity during decision-making, say deciding to buy a car or a new product on the shelf, we can establish with some certainty what advertising and marketing methods are most effective.

The problem I had with this book is the same problem I share with the larger sweep of modern neuroscience: it becomes incredibly sure-footed on scientific quicksand. I have no problem with current trends in brain imaging and lesion studies, as these are useful for what they are. I just cannot accept that EEG and fMRI are revealing useful insights about human thought and action; at best these are correlates of cognitive function (which is why they're called "neurological correlates" instead of "neurological causes").

We don't have anything like the depth of knowledge to establish X means Y type of causation when it comes to internal states of the brain, and to think that modern-day tools can do so is to grossly misrepresent the situation. This isn't helped by the fact that the book draws on the intellectual property of a commercial venture, as it is peppered with methodologies and measures that go by cutesy names, often prefixed by "Neuro". As a result, most of the research providing the conclusions are hidden away behind the veils of intellectual property and client confidentiality.

The premise is compelling and I have no doubt that neuroscience inquiry has promise as an adjunct to sales and marketing efforts (for better or worse -- probably worse). I just cannot agree with many of its conclusions.
… (mais)
 
Marcado
chaosmogony | Apr 27, 2013 |

Estatísticas

Obras
2
Membros
75
Popularidade
#235,804
Avaliação
½ 3.7
Resenhas
1
ISBNs
14
Idiomas
1

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