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.
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