Books > Business & Economics > Business & management > Sales & marketing
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Neuromarketing - A Peep into Customer's Minds (Paperback)
Loot Price: R486
Discovery Miles 4 860
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Neuromarketing - A Peep into Customer's Minds (Paperback)
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Loot Price R486
Discovery Miles 4 860
Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available.
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Therefore, the researchers, in the field, have devised a new
concept called neuro-marketing, which maps the cognitive behaviour
(the way one thinks and reacts) of a consumer. This comprehensive
book highlights various aspects of neuromarketing, its application
to study consumer behaviour, and its techniques to strengthen brand
management and advertising strategies. The book has been organized
into four different sections. Section I details on essentials of
marketing and brand management. Section II digs on to the rationale
of neuromarketing, explaining the structure and the function of the
human brain. The correlation between autonomic nervous system and
brand communication is also explained in detail in the text.
Students are also introduced to the concepts of brain laterality
and to the various research methods used to conduct neuromarketing
such as functional Magnetic Resonance Imaging (fMRI), Magnetic
Resonance Imaging (MRI) and coloured scanning. Section III digs on
to the emerging areas of neuromarketing with the help of some
important research pape Section IV discusses concepts of
neuromarketing in an integrated approach. The section also presents
some application areas with special reference to communication
strategy, design and product life-cycle.
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