Neuromarketing: a new way of understanding the consumer´s mind 9786070257124 libro

Neuromarketing: a new way of understanding the consumer´s mind

Disponibilidad de la publicación

A la venta en este portal

Impreso ISBN 9786070257124 $500.00 -20% $ 400 Cantidad:

Debes seleccionar al menos un formato

But having knowledge of the fundamentals of certain neurophysiological processes in the context of marketing benefits both consumers and researchers. As consumers, we would like to be more aware of our own purchasing behavior in order to avoid certain pitfalls associated with our "neuro-consumer" makeup. As researchers, we get the benefit of more complete and more accurate knowledge, combining perspectives and insights from multiple scientific disciplines.
This book provides an overview about what Neuromarketing is all about, an introduction about the neurophysiological processes that are influencing consumer behavior, as well as a series of examples of how Neuromarketing is currently being used.

Content. Chapter 1. Understanding the needs of the consumer: a new prerequisite for business survival. Chapter 2. The future of marketing: your brain. Chapter 3. The evolution of describing the purchase decision-making process and consumer behavior. Chapter 4. Traditional research techniques for studying the consumer, and their shortcomings. Chapter 5. Physiology-based techniques to study the consumer: the next step. Chapter 6. Neuromarketing as reality: understanding the consumer for competitive advantage. Chapter 7. Ethics and neuromarketing. Chapter 8. The future of marketing has already arrived.