Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience (Hardcover) (ISBN-13: 9781799831266)

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.

Author: Dincer Atli
ISBN-10: 1799831264
ISBN-13: 9781799831266
Publisher: Business Science Reference
Language: English
Published: 06/19/2020
Pages: 300
Format: Hardcover
Weight: 2.30lbs
Size: 11.00h x 8.50w x 0.75d