* Section - ONE: Insights into the Customer Brain ** Chapter - 01: Welcome to Neuromarketing: The Benefits and Opportunities ** Chapter - 02: Tools of the Trade: Exploring the Pros and Cons of Different Neuromarketing Methods ** Chapter - 03: Attention All Marketers: How Different Senses and Approaches Can Capture Your Consumer's Attention ** Chapter - 04: It's Going to Get Emotional: The Role of Emotions within Consumers' Brains and What it Means for Marketers ** Chapter - 05: Reasons to Remember: Ways to Improve your Chances of Being Recalled ** Chapter - 06: Defying the Decision-Making Odds: What Informs the Decisions We Make * Section - TWO: Putting Theory into Practice ** Chapter - 07: Knowing Me, Knowing You: The Importance of Really Knowing Your Audience ** Chapter - 08: Picture This: The Priority Allocated to Visual Information in the Brain ** Chapter - 09: Colourful Choices: The Effect Colours Have on Your Consumers ** Chapter - 10: It's Only Words: How Human Brains Have Evolved for Language and What This Means for Your Communications ** Chapter - 11: Sounds Good to Me: How Brains Process Sounds and How to Capitalise Upon This ** Chapter - 12: Touch and Go: The Need to Still Consider and Incorporate Touch in a Digital Age ** Chapter - 13: Smell and Taste: The Two Senses You May Not Have Considered ** Chapter - 14: Pick'n'Mix: How Our Senses Work Together and How to Hack Them to Improve Customer Experiences ** Chapter - 15: Putting It All Together: Ways to Get Yourself Started and Continue Exploring Neuromarketing.