Ogilvy Group UK vice chairman Rory Sutherland predicts behavioural science will be the next revolution in business after the internet.

And as Warwick Business School now houses the biggest Behavioural Science Group in Europe the man tagged as the ‘biggest influence in marketing’ believes it is the best place to be for aspiring students.

The rise of behavioural science – or behavioural economics – has, Mr Sutherland says, offered a chance for marketing to regain the influence it had lost to economics and provided psychology a ‘Trojan horse’ into the boardroom of major businesses.

At a talk given at Warwick Business School as part of the launch of the Warwick Marketing Society Mr Sutherland revealed how behavioural science is influencing not just advertising and marketing, but creating new business opportunities.

...

Lisez la suite dans finyear magazine d'octobre 2013