Basic Neuromarketing with Case Studies on Developing Hit Products

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ISBN-13:
9783330068056
Einband:
Paperback
Erscheinungsdatum:
21.06.2017
Seiten:
88
Autor:
Saeran Doh
Gewicht:
147 g
Format:
220x150x5 mm
Sprache:
Englisch
Beschreibung:

This book uses a neuromarketing perspective to examine STP and 4P strategies. In neuromarketing parlance, "market" means providing products and services by way of brain activation and triggering consumer satisfaction. Consumer purchasing decisions are largely controlled by the brain, and often the subconscious has a greater influence over purchase choices than the conscious mind. In order to manage marketing strategies more efficiently, marketers seek to better understand how brain activation relates to purchasing behavior. Accordingly, companies in a variety of industries are working on promoting product sales by exploring clues through investigating brain functions. This book focuses on basic neuromarketing theory, and includes case studies of breakthroughs in hit product development.