Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience write by Atli, Dincer. This book was released on 2020-06-19. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience available in PDF, EPUB and Kindle. Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.
The Neuro-Consumer
The Neuro-Consumer - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Neuro-Consumer write by Anne-Sophie Bayle-Tourtoulou. This book was released on 2020-04-24. The Neuro-Consumer available in PDF, EPUB and Kindle. Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.
Applying Neuroscience to Business Practice
Applying Neuroscience to Business Practice - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Applying Neuroscience to Business Practice write by Dos Santos, Manuel Alonso. This book was released on 2016-10-25. Applying Neuroscience to Business Practice available in PDF, EPUB and Kindle. Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.
Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities
Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities write by de Sousa, Joana Coutinho. This book was released on 2017-12-30. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities available in PDF, EPUB and Kindle. A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.
Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management
Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management write by Friedrich Gentner. This book was released on 2012-02. Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management available in PDF, EPUB and Kindle. Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to "B-to-B-Markenfhrung", Klaus Backhaus states: "Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Ver”ffentlichungen bis hin zu Lehrbchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Grnde hierfr liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung gepr„gt ist, die fr ?intangible assets?, wie sie die Marke darstellt, erfahrungsgem„á weniger Aufmerksamkeit aufbringen.". Even though the purchase decision is made by the "Buying Center" in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. This book will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application.
